Wiki source code of Control groups
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| 1 | (% class="lead" %) | ||
| 2 | The control group mechanism helps to assess the impact of communications on customer behaviour within a segment by comparing key metrics (conversion to purchase, average receipt value, average income per customer) between customers who received communication and those who did not. | ||
| 3 | |||
| 4 | This mechanism allows you to select a small group — a **control group** — from the target segment of the communication. Typically, this group comprises 5–10% of the segment size. The **control group does not receive the communication**, but the platform calculates the same metrics for this group as for the main group that did receive the communication. | ||
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| 6 | During post-analysis, the platform calculates what the income would have been in the main group if its metrics had matched those of the control group (i.e. if the main segment had not received the communication). | ||
| 7 | |||
| 8 | == Creating a Control Group == | ||
| 9 | |||
| 10 | Control groups can be used in all types of [[mass mailings>>doc:Main.Using.Smart_Communications.Mass_mailings.WebHome]] (email, SMS, push) and in [[campaigns>>doc:Main.Using.Smart_Communications.Campaign_list.WebHome]]. | ||
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| 12 | === In Mass Mailings === | ||
| 13 | |||
| 14 | When [[creating a new mailing>>doc:Main.Using.Smart_Communications.Mass_mailings.WebHome]] the **Mailing Volume** block appears after adding customers to the segment. To create a control group, use the **Control Group Size** slider in the **Mailing Volume** block. | ||
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| 16 | |(% style="border-color:white; text-align:center" %){{lightbox image="Control_Group.png"/}} | ||
| 17 | |||
| 18 | The size of the control group can be specified: | ||
| 19 | |||
| 20 | * **By percentage** — within a range from 0 to 50% of the target segment (by default — 0%). The number of customers included in the control group is displayed. | ||
| 21 | * **By target audience**. When this option is selected, a list of existing [[target audiences>>doc:Main.Using.Smart_Communications.Campaign_list.Actions.WebHome||anchor="H41443E43143043243844244C43243044343443844243E44043844EA0"]] will appear for selection as a control group. | ||
| 22 | |||
| 23 | === In Campaigns === | ||
| 24 | |||
| 25 | |(% style="border-color:white; width:840px" %)((( | ||
| 26 | When creating a campaign, to set up a control group, click the control group icon. In the opened window specify the **Control Group Size**: | ||
| 27 | |||
| 28 | * **In percentage** using a slider ranging from 0 to 50% of the target segment (by default — 0%); | ||
| 29 | * by selecting a [[target audience>>doc:Main.Using.Smart_Communications.Campaign_list.Actions.WebHome||anchor="H41443E43143043243844244C43243044343443844243E44043844EA0"]] from the dropdown list to serve as the control group. | ||
| 30 | )))|(% style="border-color:white; width:598px" %){{lightbox image="Control_G_Camain.png" width="300"/}} | ||
| 31 | |||
| 32 | == {{id name="report"/}}Reports on Control Groups == | ||
| 33 | |||
| 34 | The control group report is available on the same page as all other [[mailing reports>>doc:Main.Using.Smart_Communications.Mass_mailings.Mailing_report.WebHome]] or [[campaign reports>>doc:Main.Using.Smart_Communications.Campaign_list.Campaign_report.WebHome]]. | ||
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| 36 | |(% style="border-color:white; text-align:center" %){{lightbox image="screen1.png"/}} | ||
| 37 | |||
| 38 | The table displays the following information for each group: | ||
| 39 | |||
| 40 | * **Number of recipients** — how many messages were sent within the group; | ||
| 41 | * **Messages delivered** — how many messages were successfully delivered to the group; | ||
| 42 | * **Number of customers who made a purchase**; | ||
| 43 | * **Conversion to buyers** — the percentage of customers who received the message and made a purchase as a result of the mailing; | ||
| 44 | * **Number of receipts in the group**; | ||
| 45 | * **Average number of receipts per buyer**; | ||
| 46 | * **Total purchase amount**; | ||
| 47 | * **Average income per buyer**; | ||
| 48 | * **Income forecast based on control group conversion and average receipt value** — the estimated income if no communication had been sent: | ||
| 49 | ** Calculated only for the main group. | ||
| 50 | ** Equals (Messages delivered) *** (**Purchase conversion rate in the control group**) * (**Average income per buyer from the control group**).** | ||
| 51 | |||
| 52 | For example, the report shows: | ||
| 53 | |||
| 54 | A total of 23,056 people received the mailing. If no mailing had been sent, the purchase conversion would have been 1.09%, as observed in the control group. With this conversion rate, 23,056 * 0.0109 = 251 purchases would have been made. In the control group, the average income per buyer was 9,435 EUR. Therefore, without the mailing, purchases totaling 251 * 9,435 = 2,368,185 EUR would have occurred. | ||
| 55 | |||
| 56 | * **Additional revenue** — the benefit gained from the mailing: | ||
| 57 | ** Equals (Total purchase amount in the main group) **–** (Income forecast based on control group conversion and average receipt value). | ||
| 58 | |||
| 59 | For example, the total purchase amount in the main group is 3,453,671 EUR, and the income forecast is 2,379,208 EUR. The difference is 1,074,463 EUR. | ||
| 60 | |||
| 61 | (% class="box infomessage" %) | ||
| 62 | ((( | ||
| 63 | The report shows attributed receipts associated with the mailing. For more details on attribution, see the article [[Receipt Attribution>>doc:Main.Using.Smart_Communications.Receipt_attribution.WebHome]]. | ||
| 64 | ))) | ||
| 65 | |||
| 66 | == Control Groups in the Segment Builder == | ||
| 67 | |||
| 68 | In the [[segment builder>>doc:Main.Using.Smart_Communications.Customers.User_segments.Segment_builder.WebHome]], you can use filters related to control groups (CG): | ||
| 69 | |||
| 70 | * Participated in CG of [[email campaign>>doc:Main.Using.Smart_Communications.Mass_mailings.Emails.WebHome]]; | ||
| 71 | * Participated in CG of [[SMS campaign>>doc:Main.Using.Smart_Communications.Mass_mailings.SMS_mailings.WebHome]]; | ||
| 72 | * Participated in CG of [[push notification campaign>>doc:Main.Using.Smart_Communications.Mass_mailings.Push_mailings.WebHome]]; | ||
| 73 | * Participated in CG of [[campaign>>doc:Main.Using.Smart_Communications.Campaign_list.WebHome]]. | ||
| 74 | |||
| 75 | The filters **Participated in email campaign**, **Participated in SMS campaign**, **Participated in push campaign**, and **Participated in CG campaign **do not include control group members in the segment for campaigns or mailings with a control group. | ||
| 76 | |||
| 77 | If you need to select the entire campaign/communication segment (control group + main group), you must apply two filters using the logical operator **OR**. Example: | ||
| 78 | |||
| 79 | |(% style="border-color:white; text-align:center" %){{lightbox image="report02.png" width="1200"/}} | ||
| 80 | |||
| 81 | (% class="box" %) | ||
| 82 | ((( | ||
| 83 | **See also:** | ||
| 84 | |||
| 85 | * [[Global Control Groups>>doc:Main.Using.Smart_Communications.Settings_SC.Global_control_group.WebHome]] | ||
| 86 | ))) |