Quebecor World Direct--Building Business, One Client at a Time

"So we build the Mercedes, with bells and whistles," Locker explains, "and we will test it against [the client's] control package. We might win in response, but lose on cost. But that's not a bad position to be in because, ultimately, we've found a way to increase our customer's response rate.

"We always test our very best package," Locker boasts. "We can back-test elements to keep response rates up and lower cost per thousand. We test to find out which elements are working, which ones pay their own way."