The most common reward for making goal is a new larger goal. Addressing the new objective requires change – but to what? Massini Group is adept at growing results by building predictive testing methods to manage campaign, channel and head-to-head vendor optimization.
Testing without structure and a control case is merely guessing. Guessing suffers from a number of challenges, namely :
- good guesses are often made to look bad by environmental variability ;
- bad guesses are often made to look good by environmental variability ;
- it is often difficult to peg exactly what caused a better result, when it occurs ;
- results achieved in this way are difficult to sustain over time.
Effective testing, that which produces better results that are predictable and sustainable, ultimately requires some degree of precision related to establishing the cause and effect relationships between tactical changes to the work and improvements in performance.
In order to isolate and establish these relationships, technically referred to as causality, a test must include a control, or a case in which the variable being tested is absent. All other aspects of the test and control must be the same. This method of changing one variable at a time is key to assuring that the measured outcome is predictive and sustainable.
Therefore, effective testing requires control over all of aspects of the environment in which the testing is being implemented. Changes in the following can skew testing results :
- variability in the composition of the targets between the control and the test ;
- variability in the composition of the targets in the test and those in the on-going effort ;
- variability in processing methodology between the control and the test ;
- variability in processing methodology between the test and the on-going effort.
Massini Group employs proven structured methods for managing testing environments that are designed to evaluate alternative openings, messages, offers, incentives, agent compensation, channel constructs and vendors. These methods assure that the test results are predictive of results that can be sustained as long as the environment remains the same.
Massini Group also is adept at planning and executing an on-going, continuous improvement process in which a challenger approach is always being compared to the current champion approach.
Massini Group runs multi-channel and multi-vendor testing environments in which it is responsible for maintaining a level playing field and interpreting results so as to optimize program productivity by seamlessly moving work volume to the leading participant.