Application
This unit describes the skills and knowledge required to design, construct and implement a direct marketing test program, analyse its outcomes, and act on its findings to increase the likely success of direct marketing activities.
It applies to individuals who are required to design and test direct marketing activities for a product or service. They may work in small, medium or large enterprises in a variety of industries and typically undertake controlled experiments to test direct marketing activities before designing and implementing the activity. The results of such testing can be analysed to predict likely success of proposed direct marketing activities.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Determine appropriate testing methods | 1.1 Establish rationale for conducting tests on direct marketing activities 1.2 Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components 1.3 Evaluate and select appropriate testing methods for media being used and media component being tested |
2. Design and conduct test | 2.1 Create a range of hypotheses to be tested 2.2 Formulate a number of possible scenarios expected at conclusion of test 2.3 Select minimum and maximum number of test cells 2.4 Define control cells and establish a method to identify all responses by cell of origin 2.5 Establish minimum significance variance 2.6 Apply test to selected offer components |
3. Analyse and act on test results | 3.1 Use statistical techniques to analyse results 3.2 Determine whether test results provide a null, positive or negative result in relation to each hypothesis 3.3 Determine appropriate testing actions for results obtained 3.4 Refine, modify or change direct response offer components in accordance with testing results until final offer is created 3.5 Document and visually present testing results in format specified by organisational policies and procedures |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.3, 3.1-3.5 | Interprets textual information obtained from a range of sources and determines how content may be applied to individuals and organisational requirements |
Writing | 1.1, 2.1, 2.2, 2.4, 2.5, 3.4, 3.5 | Integrates information from a number of sources and develops materials that support purposes and format of the data using appropriate grammatical structure and clear, logical language |
Oral Communication | 1.1 | Participates in a variety of spoken exchanges using suitable language and features to develop testing rationale |
Numeracy | 2.5, 3.1-3.3, 3.5 | Interprets, analyses and presents statistical information when planning activities |
Navigate the world of work | 3.5 | Recognises and follows explicit and implicit protocols and meets expectations associated with own role |
Get the work done | 1.1-1.3, 2.1-2.6, 3.1-3.4 | Develops plans to manage relatively complex tasks with an awareness of how they may contribute to longer-term operational and strategic goals Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option Evaluates outcomes of decisions to identify opportunities for improvement Use digital tools to enter, analyse, organise and present information |
Sectors
Business Development – Marketing