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3 articles
Too many UK direct mail tests produce a directional hunch rather than a board-grade answer. This framework sets out how to size cells, protect the control, set significance thresholds and agree decision rules before the first pack is mailed.
A practical data-hygiene drill for UK direct marketers who need to know whether a contact list is campaign-ready. Using a fictional £1,000 budget, it shows where bad data destroys response rates and how to decide whether to clean, segment or retire a list.
With third-party cookies largely gone and privacy enforcement sharper, the old comfort blanket of platform-reported metrics no longer holds. This is a practical view of how UK businesses should attribute direct marketing spend, from first-party data hygiene through incrementality testing to a three-tier stack an SME can actually run.