...

Through this methodology, we want to measure the impact of Loyalty & CRM over total sales. On top of that, we want to isolate the impact of CRM from the one of loyalty. This proves the overall value of CRM (how do we impact same guests’ sales if we send communication vs if we don’t)

...

Methodology

Create 2 control groups:

• Control group for opted in people, to measure CRM incrementality over total sales

• Control group at campaign level, to assess efficacy of individual campaign & incentives and optimize the CRM strategy

...

How to set up the groups

1, Open your Braze account and click on Segments

...