The Role of Online Testing in Improved Offline Results

Since the beginning of direct mail, people have figured out that it was a good idea to try and test variables in relatively small quantities. For the most part, you can only do an AB test. If you test more than one variable at a time, you very quickly get yourself in a position where you don't know anything. What I want to tell you today and points you to a very current reference has to do with the role of online testing in improving offline results.