What We Offer
Artestry guides you through the testing and analytical process from start-to-finish, giving your team the freedom to do what they do best, while we manage all details unique to scientific testing. You can leverage cutting-edge techniques without taxing your team – for clear insights, proven answers, and rapid sales growth.
Testing accelerates learning. If you just analyze sales data over time – running regression models of hundreds of marketing variables and metrics – you may reach some of the same conclusions. But tests proactively control the marketing mix to...
#1: Give you the answers you want much more quickly and accurately.
#2: Give you insight into new ideas and variables you've never changed (or controlled) before.
Tests quantify the real-world (cause-and-effect) impact of each marketing-mix change. Well-designed tests accomplish this with the smallest amount of data necessary – often 1/10th of what you would need for common controlled-store / matched-market tests or backend marketing-mix models. Plus, analytics can never see things you've never tried before. For example, if price has changed little over the years, then "price" will not stand out as an important variable in the statistical model. Or if your CRM mailings always had a white envelope, no statistical analysis will tell you the impact of a blue envelope.
Testing is valuable in learning about:
- New ideas – trying new variables with no historical data (like a new product, free shipping, or co-branded CRM mailing)
- New settings – pushing the bounds of current knowledge (like testing a higher price point, more e-mails, or a new end-cap display)
- Real-world effects – progressing from "I think" to "I know" by testing research insights, statistical correlations, customer segments, past learnings, and industry best practices to prove cause-and-effect in the current market environment (like whether customers actually buy more of the focus-group-winning new package, confirming/refining statistical models, and listening to customers' wallets, not words)
- Combinations of variables – analyzing the complex relationship among marketing-mix variables (like offering a coupon, but at a higher price point, with new packaging and a different shelf set)
- Marketplace changes – measuring the changing impact of known market drivers over time or among customer segments (due to distinct types of shoppers, seasonality, a changing competitive landscape, or extinction from seeing the same promotion over time)
Successful tests are built one step at a time...