Going Old School: Testing and Optimizing Direct Mail​​ - Marketing Analytics Summit


Alex Sofronas

Going Old School: Testing and Optimizing Direct Mail​​


Wednesday, June 22, 2022


11:25 am


Milano III


The average American household receives 454 pieces of marketing mail per year. As marketers, it is our job to make sure this mail is sent to the right individuals at the right time in their journey. One way to know your direct mail is making a positive impact in their buyer journey is by using incremental testing and measurement. Alex shares how DirectTV uses testing and holdout groups on an ongoing basis to measure and optimize the total impact of a direct mail campaign. Learn how incremental measurement can be applied to improve direct mail performance, the resources needed and math behind it, and the challenges you may face in implementation.

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