Forum Discussion
Parin
10 months agoSupporter
Do you use control groups in your Canvas set up?
Hi all, Just wanted to get a sense of how many people use control groups in their marketing comms campaigns. Do you use control groups? Why? Why not? Are there exceptions where you don't use con...
alextoh1
10 months agoInfluencer
I usually don't use control groups and the main reason is I usually forget. Having said that, our email sends aren't huge so I do feel that a control group is a bit on the small side and therefore won't give statistically significant results - not that it won't provide any insight. I've typically worked with companies that have conversion objectives that are longer term, so I think things like sales or very fast paced industries will probably benefit from control groups a little more (e.g. promotions, sales etc).
I am thinking about setting up a global control group moving forward though as I think this gives a better overall view of effectiveness at a longer term lifecycle level.
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