Martech

DECEMBER 2, 2024

By dividing your audience into two groups — one that receives the marketing intervention (treatment group) and one that does not (control group) — you can directly compare the sales or conversions between the two groups. KPIs: Sales lift: Difference in sales between the treatment and control groups.

A/B Testing 113

A/B Testing Control Group Marketing Conversion Rate 113

Ad Monsters

JUNE 27, 2024

If you’re a retailer looking to maximize shopper engagement and campaign efficacy, Paul Brenner, SVP of Retail Media & Partnerships at Vibenomics, emphasizes leveraging advanced targeting and in-store technology. Brenner tapped into Vibenomics’ tailored approach to retail media to shape his insights for the Playbook.

Retail 111

Retail Media Control Group Conversion 111

Martech

JANUARY 3, 2023

retailers) to own the direct consumer purchase experience, in recent years, many brands have been investing more and more in direct-to-consumer efforts. Plan ROI measurement from the beginning, including control group management. While CPGs have mostly relied on intermediaries (i.e., Considerations. Metric/KPI frameworks.

ROI 101

ROI Control Group Audience Cookies 101

AdvertiseMint

OCTOBER 21, 2023

By conducting incrementality testing, where audiences are randomly segmented into a test group and a control group, marketers can gauge the incremental conversions attributed to a particular marketing campaign. Campaign Exposure : The test group is exposed to the marketing initiative, while the control group is not.

Control Group 40

Control Group Conversion Conversion Rate Audience 40

Martech Series

SEPTEMBER 12, 2022

In the same vein, I can say that retailers’ customers are on a journey. My colleague never received a yoga mat from Lululemon, yet the retailer asked her to review the product. At the same time, a survey of 500 consumers in May of this year revealed that 63% dislike receiving irrelevant messaging from retailers.

Marketing 94

Marketing Communications Retail Pop-Up 94

Martech

APRIL 17, 2025

For pure-play DTC brands or the online portion of midsized omnichannel retailers, you’ll often see the total number of attributed conversions surpass the total number of actual conversions! Suppose you only report on attributed numbers from ad platforms, each with a siloed view of the world. Incrementality tells you if it mattered.

Retargeting 92

Retargeting Non-Profit ROI Conversion 92