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.
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. The duration of the campaign will depend on the offer and the expected level and date of uptake. We recommend 10 days from campaign execution as a starting point.
Visit the Campaigns report to see the effectiveness (uplift) of the campaign.