Authored by John Miglautsch of Miglautsch Marketing and Morgan DiGiorgio of DirectMail2.0

Challenge conventional marketing wisdom by exploring how real market behavior—decisions and dollars—reveals more than focus groups or surveys ever could. Drawing on decades of experience, this research uncovers why the most successful direct marketers rely on rigorous experimental design to achieve predictive, profit-driven outcomes. Learn the difference between casual “let’s try this” testing and true predictive experimentation that delivers measurable financial impact.