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 to select a small group from the target communications segment. This is usually 5 to 10% of the segment size. The control group does NOT receive communication, and the platform calculates indicators for this control group just like for the main group that received communication. | ||
| 5 | |||
| 6 | During the post-analysis, the platform determines the income the main group would have achieved without receiving 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.Smart_Communications.SMC_Use.Campaigns.WebHome]]. | ||
| 11 | |||
| 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. | ||
| 15 | |||
| 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.Smart_Communications.SMC_Use.Campaigns.Actions.WebHome||anchor="HAddtoaudienceA0"]] 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.Smart_Communications.SMC_Use.Campaigns.Actions.WebHome||anchor="HAddtoaudienceA0"]] from the dropdown list and setting it as a 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.Smart_Communications.SMC_Use.Campaigns.Report.WebHome]]. | ||
| 35 | |||
| 36 | The table displays the following information for each group: | ||
| 37 | |||
| 38 | * **Number of recipients** — how many messages were sent within the group; | ||
| 39 | * **Messages delivered** — how many messages were successfully delivered to the group; | ||
| 40 | * **Number of customers who made a purchase**; | ||
| 41 | * **Conversion to buyers** — what percentage of customers who got the mailing made a purchase because of it; | ||
| 42 | * **Number of receipts in the group**; | ||
| 43 | * **Average number of receipts per buyer**; | ||
| 44 | * **Total purchase amount**; | ||
| 45 | * **Average **revenue** per buyer**; | ||
| 46 | * **Revenue forecast based on control group conversion and average receipt value** — the estimated revenue if no communication had been sent: | ||
| 47 | ** Calculated only for the main group. | ||
| 48 | ** Equals (Messages delivered) *** (**Purchase conversion rate in the control group**) * (**Average revenue per buyer from the control group**).** | ||
| 49 | |||
| 50 | For example, the report shows: | ||
| 51 | |||
| 52 | 99,048 people received the mailing. If no mailing had been sent, the conversion to buyers would have been 8.99%, the same as in the control group. Taking into account this conversion rate: 99,048 * 0.0839 = 8,310 customers would have made purchases. The control group's average revenue per customer is 17 USD. So, without a mailing the amount of purchases would be 8,310 x 17 = 141,270. | ||
| 53 | |||
| 54 | * **Additional revenue** — the benefit gained from the mailing: | ||
| 55 | ** Equals (Total purchase amount in the main group) **–** (Revenue forecast based on control group conversion and average receipt value). | ||
| 56 | |||
| 57 | For example, the amount of all purchases in the main group is 176,029 USD and the revenue forecast is 148,368 USD. The difference is 27,662 USD. | ||
| 58 | |||
| 59 | (% class="box infomessage" %) | ||
| 60 | ((( | ||
| 61 | 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]]. | ||
| 62 | ))) | ||
| 63 | |||
| 64 | == Control Groups in the Segment Builder == | ||
| 65 | |||
| 66 | There is an option to use filters in the [[segment builder>>doc:Main.Smart_Communications.SMC_Use.Customers.User_segments.Segment_builder.WebHome]] that are associated with control groups (CG): | ||
| 67 | |||
| 68 | * Participated in CG of [[email mailing>>doc:Main.Using.Smart_Communications.Mass_mailings.Emails.WebHome]]; | ||
| 69 | * Participated in CG of [[SMS mailing>>doc:Main.Using.Smart_Communications.Mass_mailings.SMS_mailings.WebHome]]; | ||
| 70 | * Participated in CG of [[push notification mailing>>doc:Main.Using.Smart_Communications.Mass_mailings.Push_mailings.WebHome]]; | ||
| 71 | * Participated in CG of the [[campaign>>doc:Main.Using.Smart_Communications.Campaign_list.WebHome]]. | ||
| 72 | |||
| 73 | The filters **Participated in email mailing**, **Participated in SMS mailing**, **Participated in push mailing**, and **Participated in CG of the campaign **do not include control group members in the segment for campaigns or mailings with a control group. | ||
| 74 | |||
| 75 | If you need to select the entire campaign/communication segment (control group + main group), then you need to apply two filters using the logical operator **OR**. Example: | ||
| 76 | |||
| 77 | |(% style="border-color:white; text-align:center" %){{lightbox image="Segment.png" width="900"/}} | ||
| 78 | |||
| 79 | (% class="box" %) | ||
| 80 | ((( | ||
| 81 | **See also:** | ||
| 82 | |||
| 83 | * [[Global Control Groups>>doc:Main.Using.Smart_Communications.Settings_SC.Global_control_group.WebHome]] | ||
| 84 | ))) |