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- Title
Consultant Scores with Mathematical Modeling.
- Authors
Marshall, Jeffrey
- Abstract
The article reports on the impact of multivariable testing (MVT) in advertising and marketing. The technique, which is employed by Dr. Charles Holland, improves manufacturing and service industries' performance. Details on the employment of MVT at Lowes' and Staples' corporate advertising cites Holland's studies to have saved more than $50 million in advertising costs. Holland learned from business quality expert W. Edwards Deming. His company, QualPro, utilizes balanced and orthogonal matrices to understand the importance of critical variables.
- Subjects
MATHEMATICAL models of marketing; QUALPRO Inc.; ADVERTISING effectiveness; LOWE'S (Company); STAPLES Inc.; HOLLAND, Charles; DEMING, W. Edwards (William Edwards), 1900-1993; ADVERTISING campaigns; MARKETING strategy; ADVERTISING; TEST marketing; MATHEMATICAL models; MANAGEMENT
- Publication
Financial Executive, 2006, Vol 22, Issue 3, p10
- ISSN
0895-4186
- Publication type
Article