494Re: Multivariate testing using the Taguchi Method
- Sep 30, 2004Stephen,
I would be curious what you would set as a threshold for "low traffic"
Multivariate techniques are definitely not a buzzword or a flavor of
a month, but are in fact crucial.
Even if a company has very high traffic, there are factors that
demand fractional factorial support:
1. While a "home page", application form page, or cart page on
certain sites may get a lot of traffic; category pages, calculators,
and product pages will get substantially fewer.
2. Less traffic also means shorter run. The duration of a test in a
marketing environment introduces "noise" that is not as relevant a
factor in manufacturing. We have run tests that ran into "March
Madness" for shoes, Valentines Day for flowers, and the "Friends"
final episode for a board game. More days of testing can mean less
3. Less traffic means segment-based testing is possible. We have run
effective tests to just Google visitors or just for new visitors.
4. Finally, multivariate testing is best when it is done in cycles -
find an element that contributes, then create another experiment to
test variations on that element. Less traffic, less time, more
--- In firstname.lastname@example.org, "Stephen Turner" <yahoo@a...>
> --- In email@example.com, "Blair Gorman" <blair@i...>analyzer,
> > Hi all,
> > Wow, I just found this group, and as a somewhat fanatical tester,
> I'm very
> > pleased to be here.
> > Just letting you know I have released a free multivariate
> > upon the workings of the Taguchi Method.
> > In essence, this allows you to test various elements
> - muchbut
> > more effective than simple A/B split testing.
> Did you read the earlier messages in this group about the Taguchi
> method? We've had a couple of interesting threads about it. Try
> searching the archives for "Taguchi".
> I have argued that the Taguchi method is not useful except for low
> traffic sites, or at least low traffic pages, and that this is the
> rare case. For manufacturing engineering, which is where the Taguchi
> method originated, it can be expensive to produce new experiments,
> for most websites, visitors are plentiful. So I suspect that formost
> website experiments, it's easier and more powerful to do a fullTaguchi
> factorial experiment.
> Having said that, it's nice to see some software to conduct a
> experiment where it is the right design. I just suspect that sitessimpler
> will start to conduct Taguchi experiments because they've heard it's
> the way to tackle this problem, even though a design which is
> but doesn't have as good a buzzword is preferable for them.
> Stephen Turner
> CTO, ClickTracks http://www.clicktracks.com/
> ClickTracks wins ClickZ Marketing Excellence Award again!
> WINNER: Best Web Analytics Tool 2003 & 2004
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