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The Power of Experimental
Design For Marketing Programs
(See Session Description Below Slides)
Session Description This presentation
will focus on experimental design concepts and why experimental design
is critically important for accurately measuring the performance of a
marketing initiative and determining how various test elements
(targeting criteria, creative, offer, channel, frequency of touch, etc.)
contribute to overall campaign performance and corresponding return on
investment. The presentation will address important rules to follow in
structuring a good experimental design and pitfalls to avoid. Though
these concepts are most easily applied to direct marketing
communication, I will also show how these concepts can be applied to
other non-direct marketing type communications that are often more
challenging to measure. |
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About Korey Thurber:
•Korey Thurber leads the Financial
Markets Analytics team at Harte- Hanks fulfilling the analytics needs of a multitude of clients in this sector. He has 15 years experience in analytics and management roles within the Financial Services industry, most recently serving as Director, Market and Business Intelligence at TIAA-CREF, where he managed and helped build from the ground up the Marketing Analytics and Campaign Execution teams.
–Under his direction,
this team of 12 statistical analysts and campaign execution
specialists leveraged
proven statistical and data mining methods for predictive modeling, execution and analysis of marketing programs.
•Prior to TIAA-CREF,
Korey managed teams at Bank of America and BB&T responsible for
utilizing proven
analytical, statistical, and modeling techniques to execute, evaluate, and improve the performance of retail deposit, credit and debit card programs.
•
Korey graduated with a bachelor’s degree in Marketing and Finance from Brigham Young University and obtained an MBA from the University of North Carolina in Greensboro.
About Harte-Hanks
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