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Calculate The document describes how to calculate CRM Incrementality on topline sales, isolate this impact from Loyalty, understand specific Campaign & Journeys performances & drivers |
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Which analysis can we run?
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Test: 10k
Control: 1K
Unique per week
Week 1 | Week 2 | Week 3 | Week 4 | |
|---|---|---|---|---|
Test | 120 | 121 | 130 | 133 |
Control | 12 | 11 | 11 | 12 |
Events Total
Week 1 | Week 2 | Week 3 | Week 4 | |
|---|---|---|---|---|
Test | 140 | 141 | 160 | 173 |
Control | 12 | 12 | 11 | 14 |
Monetary Value
Week 1 | Week 2 | Week 3 | Week 4 | |
|---|---|---|---|---|
Test | 800 | 810 | 780 | 790 |
Control | 80 | 81 | 79 | 80 |
Frequency = events total by week by cohort / fixed cohort size
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Weighted average for all ad hoc campaigns incrementality
Weighted average for all journeys incrementality
Example:
Journeys | Test Group | Control Group | Conversion Test | Conversion Control | Incremental Conversion |
|---|---|---|---|---|---|
Welcome Flow | 10,000 | 100 | 300 (30%) | 20 (20%) | +10% |
Activity Flow | 5,000 | 50 | 100 (20%) | 5 (10%) | +10% |
Journeys | Test Group | Control Group | Check Test | Check Control | Incremental Check |
|---|---|---|---|---|---|
Welcome Flow | 10,000 | 100 | 8 | 8.5 | +6.2% |
Activity Flow | 5,000 | 50 | 9 | 9 | +0% |
The impact is the weighted average (weighted for the people who received the campaign) of conversion, and check, for all the campaigns & journeys.
Deployment
The methodology has been deployed in:
EMEA:
BK UK
BK DE
BK NL
BK CH
BK AT
BK France (partially)
APAC:
BK Korea
BK NZ
LAC
BK Mexico