Forum Discussion
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...
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.
