Adam Ramshaw · A/B Testing
Marketing offers: The great ‘right offer’ versus ‘right time’ face off
Right offer or right time — which one matters more? A retail client asked, and the answer surprised both of us. Khan, Lewis and Singh's Marketing Science paper runs the numbers properly and the result is gold for one-to-one marketers. Here's what they found, and what it implies about how much effort to put into timing versus content.