Readers respond to “Before Changing Your Business Model, Consult a Direct Marketer” published June 29, 2006, which commented on Zale Jewelers changing the business model without testing.
* ”For a test cell to be a clear winner, the number of responses must be more than double the square root of total orders.”
Q. Do I need a slide rule or an abacus to implement this technique?
Example: You have two tests that bring in 100 orders. The square root of 100 is 10. Thus if test A brings in 60 orders and test B brings in 40 orders, test A is the winner by 20 orders or double the square root. But be cautious: Keep in mind that the larger the numbers, the more reliable the result.
Readers respond to “Last Prankster Standing” published June 27, 2006, which described the latest work of British graffitist Banksy.
Congratulations on another great article (“Last Prankster Standing”).
I am a firm believer that the most productive enterprises are those where people strive toward a common set of objectives and do so with a smile on their faces. Business should be fun!
I began my career as a prankster at the age of five or so. Yes, I was the class have “cut-up”. My teachers referred to my random acts of chaos as “high jinks”, the principle called my actions “tomfoolery” and my parents, when they were called into a parent/teacher conference, referred to my misbehaving as “shenanigans”. I have always preferred the word “skylarking”, which by my definition has nothing to do with ship rigging or reggae music. For me it was an outlet for creative expression….the ability to fly over the mundane and have a lark.
This year marked my entry into skylarking on the Internet, specifically to incoming e-mails. I created the following auto-reply in January: “Thank you for your e-mail. Your credit card has been charged $1.99 for the first 20 words and $0.25 for each additional word in your message. I will respond within the next 24 hours.”