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• CRM Control Group Pre-Post: this proves the overall value of CRM (how do we impact same guests’ sales if we send communication vs if we don’t)

• CRM Behavior Trend: for the test group, affected by CRM communication, we should be looking at their average frequency and check on a monthly basis, to ensure that we are maintaining & sustaining the growth

• Specific Ad Hoc Campaign & Journeys Incrementality: on a single campaign and journey level, we will use the delta between test group conversion & control group conversion to understand the incrementality. This is helpful to assess the performances of a specific campaign, or incentive. Conversion is defined as loyalty online and/or in-store transactions in the next 5 days

• Overall Journeys & Ad Hoc incrementality: we will take the weighted average of the conversion delta between control & test group for all the ad hoc campaigns, as well as for the full journeys.

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$ value = (% incremental conversion)*($ average check test group - $ average check control group)

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This information is available here: add nena's dashboard once ready

4. Overall Ad Hoc Campaign & Journeys Incrementality:

It applies the same methodology listed above (so delta between test & control for both conversion rate and check) but instead of doing it on a campaign level, we will implement it on