Getting the Most Out of Testing in Direct/Internet Marketing

Course Details
Code: BAGC
Tuition (USD): $825.00 • Classroom (1 day)

The focus of this course is on improving your ability to test (in the context of direct and Internet marketing) various elements of marketing mix and on analyzing data from these tests. Most of the analyses in this course use the point-and-click interface of SAS Enterprise Guide.

Skills Gained

  • use basic principles of experimental design (testing), including control and randomization
  • use factorial design (two as well as three factors), analyze data from such designs, and make appropriate business decisions
  • use principles of "blocking" to improve the precision of your tests
  • use MANOVA (Multivariate Analysis of Variance) to analyze data from experiments with multiple dependent variables
  • use ANCOVA (Analysis of Covariance) to analyze data from tests that include a categorical factor and a continuous covariate.

Who Can Benefit

  • Marketers, business managers, and business analysts who want to improve their ability to test and analyze data from their tests

Prerequisites

  • Before attending this course, you should be acquainted with Microsoft Windows and Windows-based software. In addition, you should have at least an introductory-level familiarity with basic statistics, -values, and hypothesis testing. Any previous SAS software experience is helpful but not necessary.

Course Details

Basics of Testing in Direct and Internet Marketing

  • using basic principles of experimental design (testing), including control and randomization in the context of Direct/Internet marketing and SAS Enterprise Guide
  • using factorial design, analyze data from such designs, and make appropriate business decisions
  • using principles of "blocking" to improve your tests

Getting the Most out of Testing in Direct Internet Marketing

  • analyzing data from multiple-factor designs to make appropriate business decisions
  • using multivariate analysis of variance (MANOVA) to make appropriate business decisions
  • using analysis of covariance (ANCOVA) to make appropriate business decisions
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