How do I know the improvement in the response rate of my direct mail campaign is due to your MultiVariate Testing System rather than changes in the market conditions or the external environment?
A. The Verification Test, where the new versions of the direct mail package recommended by our software are tested against your original package at the same time, neutralizes the market change conditions. We are testing all the versions on a real-time basis under the same market conditions. Consequently, any changes in market conditions that occur between the initial tests and the verification test will be equally applicable to all the versions. Therefore, any difference between the conversion rates of our versions and your original version must be because of the Multiplier’s software analysis.
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