Isolate CRM incremental impact on total sales from loyalty incrementality by relying on the control group methodology
What are we trying to measure?
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
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
2. Select from the drop down list Custom Attributes
3. Create a new segment with the following characteristics:
MarketingEmail = TrueORMarketingPush = True
By relying on the OR logic, we are selecting all guests who have opted in to at least one channel (either email or push, or both)
4. Export this cohort and randomly select 10% of the users. This 10% will be the fixed control group
5. Import the file in Braze by clicking on create a segment and selecting the CSV file
6. Include the cohort as a control group for all campaigns, both automated campaigns & journeys. To exclude the control group from the campaigns, in the Target Audience select Consumer Membership and Is Not part of the control group
7. Export all the cohorts (opted out, opted in, control) in Amplitude by:
Clicking on
User Dataand thenCSV Export Email Addresses
In the export, only keep the
User IDcolumn
Open Amplitude and click on
Create New
Click on
User Cohorts
Select
import from cohort file
Select
User ID
Create the cohort and when you are done click on
Save
5. Give your cohort a title and click on Save
