In order to conduct a fair test, Alliant segmented the direct mail prospect list into two groups:
1) Test Panel to receive both direct mail and display advertising
2) Hold-Out Panel to receive direct mail only
Two direct mail campaigns were deployed in February and March of 2015. Alliant onboarded the Test Panel for digital targeting and served display ads to the audience concurrently through May 15th.
At the conclusion of the campaign, an analysis was conducted to determine the source panel of all online, direct mail and call center conversions.