"Millward Brown's Dynamic Logic, is to launch DigitalLink, a new online copy testing tool. DigitalLink will allow clients and their agencies to review the effectiveness of their online advertising creative before they launch a campaign." (press release).
Speaking of testing. In the past, I've posted about Taguchi method for multivariable testing of advertising creative (first post, online Taguchi optimizer). Earlier this week, Kowalick Direct, a company that uses Taguchi method to analyze thousands of ad combinations, offered me a glimpse of their work for Dell:
"Dell Employee Purchase Program was an email advertising campaign targeted to 450,000 individuals: 250,000 employees of companies that use Dell computers, 150,000 government employees that use Dell computers at work and 50,000 professors at schools or universities that also use Dell computers at work." The company claims to have increased the open rate from 3.1% to 16.4%, increasing the sales 7.1 times. Here's the Word file with the case study, 560Kb.
