Using a Fractional Factorial Design to Increase Direct Mail Response at Mother Jones Magazine

Johannes Ledolter; Arthur J. Swersey

doi:10.1080/08982110600846622

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Using a Fractional Factorial Design to Increase Direct Mail Response at Mother Jones Magazine

Journal article

Peer reviewed

Using a Fractional Factorial Design to Increase Direct Mail Response at Mother Jones Magazine

Johannes Ledolter and Arthur J. Swersey

Quality engineering, Vol.18(4), pp.469-475

06/01/2006

DOI: 10.1080/08982110600846622

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Abstract

Experimental design methods have been widely applied to problems in manufacturing, but little attention has been given to applying these tools to service problems. In the world of direct marketing, the traditional approach is called A/B testing and involves changing one factor at a time. In this article we address the problem of improving direct mail response at Mother Jones magazine, employing a 16-run two-level fractional factorial design that tests seven factors simultaneously. We compare this design to other possible design choices, discuss sample size determination, and show how we labeled factors to isolate likely two-factor interactions. We discuss the results and conclusions of our study and the benefits to Mother Jones magazine.

Confounding

Direct mail marketing

Fractional factorial experiments

Mother Jones magazine

Sample size

Details

Title: Subtitle: Using a Fractional Factorial Design to Increase Direct Mail Response at Mother Jones Magazine
Creators: Johannes Ledolter - University of Iowa
Arthur J. Swersey - Yale University
Resource Type: Journal article
Publication Details: Quality engineering, Vol.18(4), pp.469-475
Publisher: Taylor & Francis Group
DOI: 10.1080/08982110600846622
ISSN: 0898-2112
eISSN: 1532-4222
Language: English
Date published: 06/01/2006
Academic Unit: Statistics and Actuarial Science; Business Analytics
Record Identifier: 9984380397802771

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