Control groups in Movio EQ

A control group is a portion of the members in a loyalty campaign that is separated from the recipient list (target group). These 'control' members won't receive the campaign. This allows you to accurately measure the campaign's effectiveness.

Using a control group, you can answer the question, “In the same market, conditions, and time period, how and why did the activity of a member change after receiving this campaign?"

Movio EQ uses an algorithm to automatically select the optimum number of members for a control group to give you the most accurate stats. This selection is made with a 95% confidence level and a 3% margin of error. This means that if 47% of your control group behaves a certain way, you can be 95% sure that between 44% and 50% of your entire target audience would have behaved the same way.

Avoid cross-contamination

It's critical that your target and control groups don't receive any other campaigns with offers for the duration of the current campaign. The intention is that the control group exhibits normal behavior over the duration of your campaign and that the target group’s performance is directly attributed to this campaign only.

If either group gets contaminated, you'll be unable to determine the cause of any change from the control group. For example, you'll be unable to determine which offer caused the target group’s change in behavior.

Reporting

When running a campaign with a control group, you need to measure the results of the campaign on completion. Visit the Campaigns report to see the effectiveness (uplift) of the campaign.

Note: Current reporting covers transactions within 14 days of the campaign being sent.