There are probably thousands of articles on the Web about how to test marketing campaigns effectively. You have a hypothesis, you have test variables, you have test segments, and you have some view of statistical probabilities associated with the outcome. That’s a perfect world. Let’s first assume you actually have the time to build a proper test and the resources to create the many versions — and you can actually deliver on the test program and keep the program sterile. What do you do when the tests don’t tell you what you want to hear?
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What do you do when the tests don’t tell you what you want to hear?