Crash Course on DOE for Sales & Marketing (2 days)

Audience

--Sales, Marketing & Customer Service Executives and Improvement Project Leaders/Teams
--Six Sigma MBBs and Black Belts or Lean Program practitioners working on Sales, Marketing & Customer Service Teams
--Industrial, Process and Quality Engineers working in a sales, marketing, or customer service environment
--Anyone wishing a fast and practical introduction to using DOE in a non-industrial setting

Instructor

Paul H. Selden, Ph.D., CQE, CPT
Paul Selden, author of the ground-breaking book "Sales Process Engineering" (ASQ Quality Press, 1997), is a thought leader in the application of systematic principles to the improvement of sales, marketing and customer service processes. He is the veteran of Six Sigma programs delivered at GE and AlliedSignal/Honeywell to their sales and marketing personnel. In 1999 he was named “One of the 10 most influential people in CRM” by Sales and Marketing Automation magazine. Mr. Selden received his Ph.D. in behavioral psychology in 1978 and is an ASQ Certified Quality Engineer and an ISPI Certified Performance Technologist.

Course Goal

The "Crash Course on DOE for Sales & Marketing" workshop is intended to quickly provide people who must lead or conduct designed experiments with the tools, skills, and confidence to do so. The emphasis is on bridging the gap between theory and practice. The approach is as hands-on as possible, with many illustrations and exercises, minimizing the time spent on statistics and lengthy, difficult calculations.

Topics Covered/Syllabus

Fundamentals

--Why (and What to) Test?
--What is an Experimental Unit?
--Varieties of Cause and Effect in Sales & Marketing
--What Does Variation Look Like in This Field (and Why Should We Care)?
--Typical Examples of “Main Effects”
--Interactions: Do They Exist?
--Confounding and How to Guard Against It
--What is an Experimental Unit?
--What Can I Measure?
--Regions of Impact and Constraints

General Strategy

--DOE Checklists
--Practical Advice

Basic Designs

--OFAT: The Notorious One-Factor-at-a-Time Method of Testing
--How to Avoid Statistics Using Individual Subject and Multiple Baseline Designs
--Using Statistical Process Control Charts to Test Changes “On-Line”
--Screening: Quick Ways to Find What Works and What Doesn’t, When Factors are Many and Knowledge is Scarce
--Refining and Optimizing: Finding and Centering on the Sweet Spots

Parting Comments

--Generating Testable Ideas: A Word About Brainstorming, Cause/Effect Diagrams, Theory of Constraints (TOC), and TRIZ/TIPS (Theory of Inventive Problem Solving)
--Building a Systematic DOE Program

Additional Topics Covered in Day 2

--Estimating Efficient Sample Sizes
--Using Repeated Runs to Judge Improved Consistency
--Working with General Factorial Designs
--Using the "Fold Over" Technique to Sift Through Confusing Interactions
--What to do with Botched Runs and Missing Data
--Even More Case Studies!