Links to Blog Posts You Should Read
My “3 bucket strategy” to beat your control
"The key characteristic for excellence is that the control has proven itself a consistent winner in head-to-head tests. Merely being used for a long period doesn’t count because without testing, you don’t know if it’s a true winner. The longer a control has held its ground, the better it is. Not too many direct mail pieces or ads fall into this category. And beating an excellent control is difficult." Click here to rea the full post.