The test group responded. The beauty of this type of analysis is that we have been able to learn the value of the loyalty program without making a costly mistake. We don't have to take out full page ads and tell everyone we are starting a loyalty program, only to fall on our face and withdraw it a couple of years and a couple of million dollars later. By setting up control and test groups, we can judge the effectiveness of our strategies before serious money is committed. Of course, there is the drawback that it took Andy more than two years to get this information.
Management is usually impatient.
They want to see results tomorrow, or at least this quarter. Not too many. My advice is this. As database marketers, we have to show results. We have to have monthly and quarterly promotions.