Take the “Should I Test?” Test

A lot of time and energy is wasted on deciding what to test in marketing campaigns.  So how do you determine which ones are worth the investment?  Allow me to suggest this “three strikes, you’re out” approach:  1) Can the test variable realistically increase response by at least 20%?  2) Could the cost of the test – at roll-out – exceed a 10% revenue gain?  3) Do you have systems and expertise in place to properly evaluate the impact of the test?  If you answer “no” to any of these questions, send your test back to the dugout and have the next batter step up.