Control groups
The control groups mechanism helps to assess the impact of communications on customer behavior in the segment by comparing indicators (conversion to purchases, average receipt, average income per customer) for customers who received and did not receive communication.
This mechanism allows to select a small group from the target communications segment. This is usually 5 to 10% of the segment size. The control group does NOT receive communication, and the platform calculates indicators for this control group just like for the main group that received communication.
During the post-analysis, the platform determines the income the main group would have achieved without receiving communication.
Creating a control group
Control groups can be used in all types of mass mailings (email, SMS, push) and in campaigns.
Mass mailings
When creating a new mailing, the Mailing volume block appears once the customers are added to the segment. Use the Control group size slider to create a control group.
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The size of the control group can be set by:
- Percentage — in the range from 0 to 50% of the target segment (0% by default). The number of customers included in the control group is displayed.
- Target audience. When this option is selected, a list of created target audiences will appear for selection as a control group.
Campaigns
When creating a campaign, click the control group icon to create a control group. In the window that opens, set the size of control group:
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Reports
The control group report is available on the page with all the other mailing reports or campaign reports.
The table displays the following information for each group:
- Number of recipients — how many messages were sent to this group;
- Messages delivered — how many messages were delivered in this group;
- Number of customers who made a purchase;
- Conversion to buyers — what percentage of customers who got the mailing made a purchase because of it;
- Number of receipts in the group;
- Average number of receipts per customer;
- Amount of purchases;
- Average revenue per customer;
- Revenue forecast based on conversion and average receipt of the control group — how much money the customers would have spent without receiving mailing:
- Calculated for the main group only.
- Equals to (Messages delivered) * (Conversion to buyers in the control group) * (Average revenue per buyer from the control group).
For example, the report shows:
99,048 people received the mailing. If no mailing had been sent, the conversion to buyers would have been 8.99%, the same as in the control group. Taking into account of this conversion rate — 99,048 * 0.0839 = 8,310 customers would have made purchases. The control group's average revenue per customer is 17 USD. So, without a mailing the amount of purchases would be 8,310 x 17 = 141,270.
- Additional revenue is the benefit received thanks to mailing:
- Equals (Total amount of purchases in the main group) – (Revenue forecast based on conversion and average receipt of the control group).
For example, the amount of all purchases in the main group is 176,029 USD and the revenue forecast is 148,368 USD. The difference is 27,662 USD.
Control groups in the segment builder
There is an option to use filters in the segment builder that are associated with control groups (CG):
- Participated in the CG of the Email-mailing;
- Participated in the CG of the SMS-mailing;
- Participated in the CG of the PUSH-mailing;
- Participated in the CG of the campaign.
For mailings/campaigns with a control group, filters Participated in Email-mailing, Participated in SMS-mailing, Participated in Push-mailing, Participated in the CG of the campaign are not included in the sample of participants of the control group.
If you want to select the entire segment of the mailing/campaign (CG + main group), then you need to apply two filters using the logical operator OR. Example:
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