Nuclear Engineer Takes on Boosting Ad Response Rates

Share this content:
ORLANDO--A nuclear-engineer-turned-direct-marketing scientist has developed a next-generation testing, analytics and database methodology that can improve response rates for a single campaign by hundreds of percentage points.


James Kowalick, founder of Kowalick Inc., Oregon House, CA, told attendees at yesterday's NCDM winter conference that his methodology accurately tests tens of thousands of creative and list variables in each marketing campaign.


Kowalick's experimental design is based on the Taguchi Method. Devised in 1945 by Genichi Taguchi, then an engineer at NTT, the Japanese telephone company, the method is a technique for performing experiments to investigate processes where the output depends on many factors without having to run the process using all possible combinations of values of the variables. By systematically choosing certain combinations, it's possible to separate their individual effects.


AT&T researchers first brought the Taguchi Method to the United States, and it has been used for more than 20 years by companies like Xerox and Kodak.


Kowalick said he turned the Taguchi Method to advertising, with the goal to significantly raise an ad campaign's response rate.


"Advertising is just a process for sharing information and inducing responses," he said. "Like any process, advertising can be optimized if the control variables can be properly defined."


The Kowalick-Taguchi approach accepts dozens of variables, separated by function, and uniquely handles interactions among them. When using the method, "we typically analyze over 4 million combinations per test campaign," Kowalick said.


The approach can cut testing from years to weeks and costs by 90 percent, he said, but to increase response rates by hundreds of percentage points, "you have to have great creative, great copy, great lists and great images."


Kowalick said his approach will work in any medium: direct mail, e-mail marketing, television advertising, radio ads, newspaper ads and banner ads. Even pay-per-click advertising can benefit from the approach.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Loading links....
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here