Comments on: Control Group Benefits http://blog.jimnovo.com/2007/12/11/control-groups-2/ Moving from a Low Accountability to a High Accountability Business Model Mon, 13 Oct 2008 11:41:36 +0000 http://wordpress.org/?v=2.5.1 By: Jim Novo http://blog.jimnovo.com/2007/12/11/control-groups-2/#comment-14036 Jim Novo Thu, 13 Dec 2007 12:56:43 +0000 http://blog.jimnovo.com/2007/12/11/control-groups-2/#comment-14036 Thanks for the comment Steve! Glad the posts were helpful and looks like I should include this material in the next edition of the book... Retail stores have always had this problem - for the most part, they can't tell whether demand is coming from something they did or organically. Where possible, Marketers / Analysts should try to uncover the true effect of their programs - the incremental demand over organic (control). For the web, e-mail is a very logical / easiest place to start. My experience, the data uncovered using controls often leads to significant and dramatic customer insight - especially in the so far poorly formed area of "engagement". Thanks for the comment Steve! Glad the posts were helpful and looks like I should include this material in the next edition of the book…

Retail stores have always had this problem - for the most part, they can’t tell whether demand is coming from something they did or organically. Where possible, Marketers / Analysts should try to uncover the true effect of their programs - the incremental demand over organic (control).

For the web, e-mail is a very logical / easiest place to start. My experience, the data uncovered using controls often leads to significant and dramatic customer insight - especially in the so far poorly formed area of “engagement”.

]]> By: Steve Peterson http://blog.jimnovo.com/2007/12/11/control-groups-2/#comment-14033 Steve Peterson Thu, 13 Dec 2007 11:20:13 +0000 http://blog.jimnovo.com/2007/12/11/control-groups-2/#comment-14033 Brilliant set of posts. The posts definitely gave me a fresh perspective on your segmentation modelling techniques and how to measure campaigns vs. customers. I have to admit I really didn't connect with the explanation of halo effects when I read the Drilling Down book the first time. These two posts made that concept much more concrete for me. Thanks. Brilliant set of posts. The posts definitely gave me a fresh perspective on your segmentation modelling techniques and how to measure campaigns vs. customers. I have to admit I really didn’t connect with the explanation of halo effects when I read the Drilling Down book the first time. These two posts made that concept much more concrete for me. Thanks.

]]> By: Persuasive e-Marketing» Blog Archive » Conversion and Control http://blog.jimnovo.com/2007/12/11/control-groups-2/#comment-13868 Persuasive e-Marketing» Blog Archive » Conversion and Control Tue, 11 Dec 2007 19:49:41 +0000 http://blog.jimnovo.com/2007/12/11/control-groups-2/#comment-13868 [...] Jim Novo: Control Group Benefits - http://blog.jimnovo.com/2007/12/11/control-groups-2/ [...] [...] Jim Novo: Control Group Benefits - http://blog.jimnovo.com/2007/12/11/control-groups-2/ [...]

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