Neil H. Feinstein

By Neil H. Feinstein and Ruth P. Stevens Ever notice how many people in direct marketing have 20/20 hindsight? It becomes obvious the day the results from a test come in. You walk around the office, and you're pelted with marketers' brilliant (but belated) insights: "Of course that package lost. No one is fooled by check packages anymore." "I knew that creative would win because our best customers love the color red." "I tested that idea 15 years ago. It lost then, too." Where were these insights before you spent the money to do the test? Is there a way to evaluate

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