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 = True OR

• MarketingPush = 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:

2. Click on Create New

3. Click on User Cohorts

4. Create the cohort targeting the user properties or events you would like to filter for and when you are done click on Save

5. Give your cohort a title and click on Save

6. After you have saved click on Sync

7. Choose your destination - in this case it will be Braze

8. Choose the frequency you would like this Amplitude cohort to sync into Braze then click Sync. The frequency could be:

• a one time sync

• hourly sync

• daily sync

9. After this under Sync tab, you will see the destination set as Braze and the option to sync the Braze cohort again