What is a Control Group?
- A control group is a portion of the members in a loyalty campaign, who are separated from the recipient list. These ‘control’ members will not be receiving the campaign. It is a valuable tool that allows you to accurately measure the effectiveness of a loyalty campaign.
- Using a control group, we are able to 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?"
When should I use a Control Group?
- It is important to have a control group if you want Movio Cinema to provide you with a Return on Investment (ROI) amount for a campaign with an offer
- Accurately testing the effectiveness of your campaign against a predetermined metric
How long should I run a campaign with a Control Group?
When running a campaign with a control group, you need to measure the results of the campaign upon completion. The duration of the campaign depends on the offer and the expected level and date of uptake. We recommend 10 days from campaign execution as a starting point.
What are Target Groups?
- The members who are not in the control group are called the target group. These members receive the campaign and the associated offer
- You will see in the diagram below that the first square shows your group as a whole (these are the members you found using the filters in Group Builder). The group is then split into two, with fewer members in the control group
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