Which types of media does your methodology optimize?
Our methodology maximizess the response rate of Email, Web Sites, Pay-Per-Click ads, e-Newsletters, Newspaper and Magazine print ads, Direct Mail pieces, and Postcard campaigns.

If I work with RESULTS², how much will my response rates go up?
Typically, we achieve 25%-700% increases in response rates. It could be less, and it could be more - we've boosted response rates for clients over 1000%.

How long does it take to optimize a campaign?
Normally the entire process can be accomplished in 2 to 3 weeks, depending on the advertising medium.

How long does the optimized campaign continue to work?
The optimized campaign is usually 'good' for 3 to 4 months. Response rates do begin to decline after repeated exposure in the marketplace.

How many test responses do I need to ensure statistical validity and accurate response forecasting?
Only a few responses are required for each creative in the test to determine the most effective combination.

How many components can I test?
RESULTS²'s process tests up to 11 different creative components at a time. We can test more than 11 elements by continuing the testing beyond the initial testing phase and introducing specialized arrays. We've identified 100 elements that can be tested on a web landing page or an email, all of which can be tested and analyzed.

What makes this methodology different from standard "Taguchi-Testing" methods?
The arrays that are used with the RESULTS² methodology are modified and designed specifically for use in marketing applications. For instance, it is well known by advertisers that the headline is an extremely important component for advertising effectiveness. One of our "advertising specific" arrays handles the optimization of several different headlines simultaneously within the same test sequence. This is significant because a standard taguchi matrix is designed to test only 2 or 3 options for any given factor.

How does this differ from Split Testing?
Split testing is 'one-factor-at-a-time' testing (OFAT). Split Testing is inherently limited, since it does not test the interaction of components. Nor does it measure the relative impact of individual elements upon the ultimate desired results. RESULTS²'s processes can identify individual elements that work together in combination more powerfully than as stand-alone components. This is why we can test, measure, and predict the results of over 2,000 variations of your advertising creative.

How do you determine which ad, out of dozens or hundreds, will pull best?
Your market determines the winning combination. Our analysis and response predictions are based upon your target market's feedback, or responses (they either clicked, called, or bought- or they didn't). All guessing and speculation about "what will work" is eliminated.

How many ads will I have to create and run?
Usually, we need 12-18 ad creatives for testing. One or two dozen creative pieces can yield up to 2,000 possible variations!

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