Learn the science and art of testing
through two days of focused coursework, insightful case studies, and hands-on activities

Testing will always be integral to effective marketing – it’s the only way to uncover new insights and prove what works in the marketplace.

Scientific testing (also called experimental design or multivariable testing) is a specialized field of statistics that has evolved over the last 80 years into a vast array of test designs and strategies that give you the power to test more variables more efficiently.

Just recently, MBA and Ph.D. programs at Yale, Harvard, Kellogg, Wharton, Fuqua, and other top schools have begun teaching advanced testing techniques within their marketing curriculum. Now these advanced techniques are available to business professionals in this focused 2-day LucidView seminar.

Over two days, we will cover core statistical techniques and advanced strategies for effective split-run and multivariable marketing testing.

Please download a brochure or follow the links below to learn more and register for this insightful 2-day seminar.
 

Scientific Testing for Marketing, Retail and Advertising

   ●  Introduction
   ●  Dates & Locations
   ●  Registration Information
   ●  Instructors
   ●  Course Contents

Classes fill quickly, so please register early (or call us now to hold a seat for you) and reserve a free copy of Testing 1-2-3, the first book by academic experts on the science of multivariable marketing testing).

Introduction

The course is designed for front-line marketers, analysts, executives, agencies, and statisticians who plan, manage, and oversee in-market tests and want to learn:

• Strategies to increase market intelligence and testing ROI
• Core concepts to ensure statistically-valid results before launching a test, including sample size, confidence limits, and market uncertainty
• The variety of available test designs for multivariable testing
• How to select the best elements and test designs for different channels, programs, and objectives
• Back-end analytics required for a clear and accurate view of main effects and interactions
• Ways to minimize sample size and cost, speed learning, and ensure clear insights and successful roll-out
• Step-by-step procedures for successful scientific testing

Case studies will cover tests run by industry leaders in direct mail and catalog, Internet and e-mail, retail and media advertising. These include tests of creatives, price and offer, in-store displays, advertising media mix, contact strategy, landing page and cover tests, among others.

You will learn specific procedures and statistical techniques, yet with a streamlined approach that does not require a background in statistics. Whether a skilled marketer, new manager, or degreed statistician, this course offers basic tools you can implement immediately, plus advanced information you can use as resource for on-going learning.

Your fee for the 2-day Scientific Testing seminar is $1,199 which includes:

• Two full days of content, 9:00am – 5:00pm
• Course manual and all materials
• Continental breakfast (8:00-9:00am), lunch, and snacks
• Your evenings are free

What you need to bring

• Laptop computers are required (please contact us if not available)
• Bring samples of your marketing programs, tests, and/or data you would like to review and discuss in the class

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Dates & Locations  Classes are planned for Spring 2008 - e-mail us to get more information when available

May 30-31 Atlanta   REGISTRATION CLOSED

The capital of Georgia and location of the 1996 Summer Olympics, Atlanta is a vibrant city with a major airport, excellent hotels and restaurants, and lots of southern hospitality.  Consider adding an extra day or two to visit Zoo Atlanta, Olympic Park and CNN, the High Museum of Art, Georgia Aquarium, the Museum of Natural History, Botanical Garden, and enjoy the many fine restaurants and active nightlife.

June 6-7 Chicago   REGISTRATION CLOSED

Downtown Chicago offers a wonderful location for our first course in June.  Close to the lakefront with Millennium Park, Shedd Aquarium, Field Museum, Adler Planetarium, and Navy Pier, many theaters, shops, restaurants, and other attractions are nearby.   You can also catch a White Sox game or enjoy a Chicago Symphony concert while you’re in town.

June 13-14 San Francisco   REGISTRATION CLOSED

Join us in beautiful San Francisco for our final Spring seminar.  With lots of attractions concentrated within the hills and bayfront of the city, an immense diversity of sites and restaurants are simply a walk or cable car ride away.  Take some extra time to visit Alcatraz, Golden Gate Park, Chinatown, crooked Lombard Street; tour the city by bus, boat, or foot; or enjoy the extensive shopping, dining, and nightlife.

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Registration Information

Classes fill quickly, so please register early.  For more information, e-mail us at seminars@lucidview.com or call 1-888-LucidView (888-582-4384).

Register online, or by phone, mail, or fax
  1.  Register online by clicking the "Register now" button at right
  2.  Register by calling 1-888-LucidView (888-582-4384)
  3.  Fax or mail the registration form on the last page of the seminar brochure to:
            Professional Seminar Registration
            LucidView
            80 Rolling Links Blvd.
            Oak Ridge, TN 37830
            Fax: 1-865-220-8410

Register by May 11th for a free copy of Testing 1-2-3, the first book by academic experts on the science of multivariable marketing testing.

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Instructors

Gordon Bell
President, LucidView

As a published expert in the field of strategic scientific testing, Gordon has consulted with industry leaders, taught classes, lectured at conferences and universities, and focused on the art and science of testing for the last 12 years. He has worked with Lillian Vernon, Whirlpool, Conde Nast, Kraft Foods, Sprint Nextel, Capital One, and other retail, DM, Internet, and advertising firms.

Gordon has published numerous articles, plus case studies for new editions of Testing 1-2-3: Experimental Design for Marketing and Service Operations (by Swersey and Ledolter) and Successful Direct Marketing Methods (by Stone and Jacobs); lectured at Yale University; and continues to speak at annual marketing and statistical conferences. With extensive experience on the “front lines” of marketing, Gordon has been recognized for his ability to simplify complex concepts and share his skills and enjoyment of the science of marketing.

Fred Holland
Vice President, LucidView

Fred has consulted for over twenty years with leading corporations, including American Express, BJ’s Wholesale Club, DuPont, Time, Mobil, HSBC, and Staples. Over the last decade, he has led project teams to achieve client success through multivariable testing in a variety of sectors, including retail, banking, chemical, paper, publishing, recreation, and telecommunications. With in-depth experience in both manufacturing and marketing, Fred has successfully combined best practices from both areas into his on-going work with market leaders.

Throughout his notable consulting career, Fred has worked extensively with international organizations in Europe, Africa, and Asia, consulted with numerous industry leaders, and guided senior executive, Ph.D. scientists, and front-line managers to improve their organizations’ performance.

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Course Contents

Scientific Testing Seminar – Day 1

1.  Introductions and course overview

• Terms and tools: one-variable tests, experimental design, multivariable testing, Taguchi methods, and other testing tools
• Strategies: what, where, when, why and how to test
• Overview of case studies we’ll cover from industry leaders

2.  Core concepts

• Randomness, types of variation, and market uncertainty
• How to lie with statistics (and charts)
• Confidence limits, error, and sample size
• Split-run testing (A/B splits, test-control, champion-challenger)

3.  Basics of scientific testing

• How it works: champion-challenger to multivariable testing
• Basics of multivariable testing: the full-factorial design
• In-class experiment (project teams)
• Industry case studies

4.  The Joy of Testing: many elements in a few simple recipes

• Flexible test designs like fractional-factorial and Plackett-Burman
• The debate: orthogonal vs. optimal
• Proactive restraint: 2-level test elements versus multi-level
• Industry case studies
• Team project: mixing creative freedom with scientific discipline

Day 2

1.  Review & discussion of attendees’ case studies

2.  The art of testing

• Choices and challenges testing different channels and markets
• Selecting and defining strong test elements
• Choosing the right test design
• Test planning and execution, strategic testing and test cycles
• Case studies

3.  Analyzing results – step-by-step strategy

• Assessing experimental error and analyzing significance (4 methods)
• Calculating interactions
• Summary charts and predicted improvement
• Software tools
• Case study – team analysis
• Attendee examples

4.  Advanced test designs and techniques

• Design alternatives: resolution, confounding, reflection
• Streamlined strategies: overlay designs, test units and blocking
• Reducing cost: minimizing experimental error, recipes, sample size, and execution costs
• Managing complexity: multiple levels, curvature, optimizing price points, managing dynamic markets

5.  Real-world applications (customized by class)

• Team project presentations
• Case study analysis and discussion
• Attendee project plans – getting started

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