B2B Lead Testing: “Cheap” data is actually expensive | MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

Part of Brian Carroll and Nicolette Dease's presentation was a case study on finding the most efficient list source based on a test that looked at several different lead sources. The objective of the test was to determine if higher-cost/higher-quality data can drive down overall cost-per-lead, and the primary research question was, “Which campaign data source will drive the most efficient value?”...