Control groups in marketing: how to measure what works
A control group in marketing is the set of customers you leave out on purpose, to see what a campaign really caused. Holdout vs control groups, sizing, setup.
Tag
measurement
6 posts. All topics.
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Beating the fallacy of cheap marketing
Cheap marketing is nearly free to send and expensive per unsubscribe. Why counting only the outbound cost misleads, and a cost-per-annoyed-customer habit.
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Content marketing measurement: what changed since 2012
Content marketing measurement has too many metrics and almost none describe the customer. What to ask readers instead, and a scorecard two teams can sign.
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Content marketing metrics: measuring impact beyond the sale
Content marketing metrics stop at the sale. A fifth bucket, experience and retention, covers help, onboarding and renewal content and how to measure it.
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Customer experience measurement: is your program worth the effort?
Customer experience measurement decides whether a program survives year two. Rule 7 of no-excuses CX: three questions, a comparison group, one page a month.
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Using lifetime value in a short-term environment: leading indicators
Customer lifetime value leading indicators show up inside a quarter. How to find them, validate them against old cohorts, and turn them into value at risk.
