Control group and "not measurable yet"

Without a control group you cannot tell later whether a campaign achieved anything, because some guests would have come back anyway.

Choose a control group

1. 011. In the campaign, under Control group, choose a share or none.
2. 022. A randomly drawn part then does not get the email. It is drawn only among guests you may email, so both groups are comparable.
3. 033. Under Who gets it you see how many are in the control group. If the number is not enough to say anything, the Hub tells you before sending.

After sending, the control group can no longer be changed.

What the campaign achieved

A sent campaign shows What the campaign achieved, with Contacted and Held back side by side. What counts is who came back in the period after sending. There are four possible answers:

• Measured: so many percentage points more returns, plus roughly so many visits that would not have happened without the campaign.
• Not distinguishable from chance yet: the difference is within the spread and therefore counts as not measured, not as a small success.
• Groups too small: then a difference is just a single guest. The Hub tells you how many each group needs.
• No control group: how many of the returners would have come anyway cannot be said.

Good to know

• What is measured are visits the Hub knows about: from reservations, appointments and logged visits. It does not measure revenue per guest, because a till receipt carries no name.
• Marketing does not measure opens or clicks.