Multi-Variate Testing

Our proprietary engine is built using something called the Taguchi Methodology, with a built-in “Analysis of Variance.” In essence, this means that there is a deep and intelligent engine which allows us to dynamically change the content of emails as they leave on their outbound journey, inserting, for example, alternative images, or different color schemes, or substitute words. This multi-variate test engine lets us discover what works for your audience in terms of email marketing success. And that discovery happens in a controlled, scientific environment and brings real-time knowledge to your desk.

What is Multivariate Testing?

Multivariate testing defines a systematic approach to experimental design within the field of Design of Experiment, or DoE. First developed by Sir Ronald Fisher in the 1920’s, DoE is a structured method used to teach us about the relationships between different factors contributing to a given process.

All in a much, much shorter time than testing one factor at a time.

DoE can be applied to any process, from manufacturing processes to marketing. In fact, marketers have been using DoE and multivariate testing methodologies for decades. Now applied to web-based and email marketing efforts, this well-established set of statistical science can be used to test the effectiveness of everything from headlines to photos, from marketing copy to promotional offers.

Using sophisticated methods, CM3 lets you test several variables (or factors) at once, and at several levels, or variations. For example, imagine sending out a carefully planned email to a highly targeted list. Now imagine being unable to know for sure which image, which headline, which color would work best. Use CM3 to find out! The following illustrates how you might apply a relatively simple multivariate test to your email:

Test Email
Variable name: Headline
   Variation 1: Save 20% on Orders Over $100
   Variation 2: Want to Save 20 dollars?
Variable name : Product Photo
   Variation 1: 3x5 Closeup Image
   Variation 2: 1x2 Image
Variable name: Pricing
   Variation 1: Prices shown on email
   Variation 2: Prices not shown on email

CM3 will not only manage your testing, it will also report back – letting you know not only which version of your test factors was most “successful” (and you, of course, will have the power to define “success”) but CM3 will also be smart enough to tell you why! The testing facility will do complex analysis and tell you which of the factors you were testing was most influential in the outcome.

No extra cost, this is an optional, but integral part of CM2

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