Control Package Test
This feature is available in the Direct Marketing option.
This technique compares marketing campaigns to see if there is a significant difference in effectiveness for different packages or offers. Campaign effectiveness is measured by responses. The Campaign Field identifies different campaigns, for example Offer A and Offer B. The Response Field indicates if a contact responded to the campaign. Select Purchase Amount when the response is recorded as a purchase amount, for example “99.99”. Select Reply when the response simply indicates if the contact responded positively or not, for example "Yes" or "No".
Example. The direct marketing division of a company wants to see if a new package design will generate more positive responses than the existing package. So they send out a test mailing to determine if the new package generates a significantly higher positive response rate. The test mailing consists of a control group that receives the existing package and a test group that receives the new package design. The results for the two groups are then compared to see if there is a significant difference.
Output
Output includes a table that displays counts and percentages of positive and negative responses for each group defined by the Campaign Field and a table that identifies which groups differ significantly from each other.
Control Package Test Data Considerations and Assumptions
Campaign Field. The Campaign Field should be categorical (nominal or ordinal).
Effectiveness Response Field. If you select Purchase amount for the Effectiveness Field, the field must be numeric, and the level of measurement should be continuous (scale).
If you cannot distinguish between negative (for purchase amount, a value of 0) response values and missing values, then an accurate response rate cannot be computed. If there are relatively few truly missing values, this may not have a significant effect on the computed response rates. If, however, there are many missing values -- such as when response information is recorded for only a small test sample of the total dataset -- then the computed response rates will be meaningless, since they will be significantly lower than the true response rates.
Assumptions. This procedure assumes that contacts have been randomly assigned to each campaign group. In other words, no particular demographic, purchase history, or other characteristics affect group assignment, and all contacts have an equal probability of being assigned to any group.
To Obtain a Control Package Test
This feature is available in the Direct Marketing option.
From the menus choose:
- Select Compare effectiveness of campaigns.
- Select the field that identifies which campaign group each contact belongs to (for example, offer A, offer B, etc.) This field must be nominal or ordinal.
- Select the field that indicates response effectiveness.
If the response field is a purchase amount, the field must be numeric.
If the response field simply indicates if the contact responded positively or not (for example "Yes" or "No"), select Reply and enter the value that represents a positive response. If any values have defined value labels, you can select the value label from the drop-down list, and the corresponding value will be displayed. See the topic Value labels for more information.
A new field is automatically created, in which 1 represents positive responses and 0 represents negative responses, and the analysis is performed on the new field. You can override the default name and label and provide your own. Names must conform to IBM® SPSS® Statistics naming rules. See the topic Variable names for more information.
- Click Run to run the procedure.