Control Group

On the campaign page, you can enable and set a control group percentage to analyze the incremental lift of the campaign.

This analysis involves "holding out" a set percentage of the campaign’s mailable visitors for a control group. The selection of the control group is done randomly. The purchase behavior of the control group is compared to the purchase behavior of the mailed group, providing insight into increased engagement attributed to the campaign.

We strongly recommend reserving control groups for campaigns sending at least 1,000 pieces per month. If you are mailing at lower volumes, the control group size is generally too small to get statistically significant results. In this case, we recommend leaving the control group feature disabled.

You can set the control group percentage between 10-50%. Please note, that a higher control group percentage means you are sacrificing more of your mailable audience until the mailing frequency cap window lapses. At that time, they will be qualified to receive a postcard, assuming they aren't randomly selected for a control group again. A lower control percentage puts you at risk for not having a statistically significant control group size.

Due to the complexity of our audience selection mechanisms, we do not recommend attempting to perform a control group analysis outside the NaviStone Platform. If a control group analysis is required, then setting the control group within the platform ensures a true, random control group.