Campaign evaluation measures a campaign's effect by comparing the customers who received it with a control group that did not, on revenue, conversions or another goal. The difference between the two groups is the campaign's contribution; the revenue of the recipients alone is not.
Category
Bloomreach Campaigns, Metrics
Also known as
campaign uplift; control group evaluation
In practice
Report the uplift against control, not the revenue of the recipients. People who got a cart reminder would have bought anyway more often than any other group you send to.
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