Presented by Perry D. Drake at a DMIX Luncheon held at the Yale Club, New York City, November 10, 2004

At this lunch session we discussed how a marketer utilizes a database to ensure maximum return on investment via proper test design and analysis.

In particular we covered:

• Sampling techniques and rules
• The importance of proper sample size estimation
• How to read your test results

We ended with a review of several real life case studies.

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