[epub] Testing....Tracking....

[kaubiz@xxxxxxxxxxx]

From: kaubiz@hialoha.net

Aloha:

As much as I like and respect Gary, his comments about the
"lack of costs in tracking" are a bit off-base.  Much has been
written in marketing forums, books, etc. about the need for
'testing' and the benefits from doing so.  I won't bore you with
a rehash of that but I will say that most of the commentary
has been focused has been on the use of testing to eliminate
non-producing media....in other words---saving time and money.

While this point is true and important....it misses the real power
of testing which is 'maximizing opportunities'!  The real power
of testing is 'finding the winners'.  What copy, offer, headline, media,
price point, etc. pulls best....and how do we use that information
to refine our selection and use of them.    Tracking results is the
only way to determine the winners and be able to 'roll-out' to 
a larger audience with the copy, headline, offer, price, etc. that 
has proven itself in real-world conditions.  To eliminate the
benefits of this essential 'marketing data', simply because it takes time
and energy to gather it, is pure folly.   "Key-code" tracking is one of 
the most powerful marketing tools you have.  It is one of the real 'basics'
of the professional direct marketer.   The "cost" of 'not' tracking is lost
opportunity, lost sales, and lost profits!

Thom Reece, CEO
On-Line Marketing Group
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