Over 50% of all direct marketing professionals overlook their best opportunities to increase their marketing ROI.

Why? Because they don't know the "smarter" test methodologies used by the leading direct marketing companies. They don’t test the right variables. And they don’t know the savviest ways to interpret their results.

This fast-paced session will show you exactly how to use these smarter techniques to uncover the unique strategic leverage points in your marketing formula and continuously build on them to produce maximum, reliable results that you can take to the bank.

You'll learn exactly how to test ... what to test ... and where to test to maximize your marketing ROI. You'll leave with concrete principles and practical, real-life case study examples in both B-to-C and B-to-B environments, plus a dozen proprietary rules and tools that this veteran direct marketer has used to enhance results for dozens of companies over the past 20+ years.

You’ll discover smarter ways to analyze and interpret your metrics. You’ll get specific tools to help you set up testing to streamline your efficiency. You’ll learn how to avoid the #1 oversight that causes marketers to draw the wrong conclusions and walk away from their best opportunities. And you’ll discover five great practical tricks that will double your testing success batting average and ease of implementation.

This visual seminar answers the most common direct marketing testing questions ... provides specific strategies to make smarter decisions … and shows you the best solutions to the dilemmas marketers typically face when designing, running and interpreting their testing program.