Creativity drives emotional impact. Data analysis maximizes learning. Testing uncovers new insights and opportunities. Tie them all together and you create powerful and profitable marketing programs.

Unfortunately, real-world marketing campaigns have limits: the marketplace changes quickly, you have more ideas than you can possibly test, backend data is often vague, and testing one-variable-at-a-time requires far too much time and effort.

LucidView solves this challenge with an innovative approach. Built around cutting-edge multivariable testing techniques, the LucidView Strategy leverages your team’s creative insights and marketing experience, adds scientific discipline and powerful statistical techniques, and guides you through a streamlined approach to pinpoint the most profitable changes, proven to increase your marketing ROI in direct mail, catalog, retail, call center, advertising, e-mail and Internet programs.

Using the LucidView Strategy, market leaders have seen impressive results:

• Direct mail response jumped 29% after one test—implementing 5 changes proven to help response and avoiding six “good” ideas that hurt—using just 8% of the sample size required for split-run testing.
   
• Internet conversion rate jumped immediately after testing 23 landing page elements simultaneously over 3 weeks (versus 69 weeks required for A/B splits) and implementing 7 zero-cost creative changes. The test paid for itself in 10 days.
   
• Catalog profit increased $900,000 the next drop, after testing 15 product, price, offer, and creative elements all at once.
   
• Retail test of 11 in-store elements—including new displays, in-store promotions, and price points—was run in 48 stores over four weeks. Eliminating unprofitable tactics and implementing the five most important changes, sales jumped 19.9%. Common test-control techniques would have required over 340 stores or 10 months of testing.
   
• E-mail test of 19 elements—including changes to the layout, copy, graphics, links and buttons, subject line, price points, and offer—pinpointed 9 significant effects and interactions for a 32% increase in profit. Testing these elements in the same drop as A/B splits, nothing would have been statistically significant, because effects would have needed to be 10-times larger to stand out.
   

In just one test in one drop, this e-mail marketer increased profit 32%:

LucidView’s streamlined approach offers you the freedom to test more variables, more quickly, with greater accuracy, and clear, actionable results.

And keep in mind that the statistics are only the starting point. Like the framing of a house, the statistics must be done correctly. But there’s so much else built upon the statistical framework that ultimately determines the value of your results. Skill and experience in both the art and science of testing—and an effective strategy to guide you through the process—make the difference between by-the-numbers mediocrity and dazzling success.

Our goal is to get you from Step 1 to Step 5 of the LucidView Strategy in the shortest time and with the greatest ROI.

Getting Started

Before go run through these 5 steps, we work together to select a high-potential campaign to work on. The selected project should have:

• Strategic significance and high potential ROI
• Marketing and management support
• Clear measures of success
• Ideas for improvement
• Program flexibility
• Speed

Then your project begins with creative freedom.

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