Building a control group
To measure the impact of a delivery, you may want to exclude some profiles from your target so that they will not receive a given message. This control group can be used to make a comparison with the behavior of the target population which received the message.
To do this in Adobe Campaign Standard, you can build a workflow including the following activities:
- A Query activity to target a given population.
- A Segmentation activity to isolate a random control group from this population.
- An Email delivery activity to send a message to the main target.
- An Update data activity to update the profiles that were excluded from the target (the random control group).
Extending the Profile resource
First, you need to extend the Profile resource with a new field corresponding to the control group. Once the workflow is run, this field will be checked for the profiles that were excluded from the target.
- From Administration > Development > Custom Resources , click Create .
- If you haven't extended it yet, select Extend an existing resource and choose the Profile resource.
- In the Data structure tab, add a new field for the control group and select Boolean for the Type field.
- From the Screen definition tab, unfold the Detail screen configuration section and select the field that you just created so that it will be displayed for each profile.
- Save your changes.
- Update the database structure to publish the Profile extended resource. See Publishing a custom resource .
For more on extending a custom resource, see Key steps to add a resource .
Creating a workflow
- In Marketing Activities , click Create and select Workflow .
- Select New Workflow as workflow type and click Next .
- Enter the properties of the workflow and click Create .
The detailed steps to create a workflow are presented in the Building a workflow section.
Creating a Query activity
- In Activities > Targeting , drag and drop a Query activity.
- Double-click the activity to define your target.
- For example, in Shortcuts , drag and drop Profile , select Age with the operator Greater than and type 25 in the Value field.
- Click Confirm .
Creating a Segmentation activity
- Drag and drop a Segmentation activity and double-click it.
- In the Segments tab, select a segment to edit.
- In the Configuration tab of that segment, select the Limit the population of this segment option.
- In the Limitation tab, make sure the Random sampling option is selected.
- Define a percentage of the initial population, for example 10% and click Confirm . The control group will be made up of 10% from the targeted population, selected randomly.
- In the Advanced options tab, select the Generate complement option and fill in the Transition label and Segment code fields.
- Click Confirm .
Creating an Email activity
- In Activities > Channels , drag and drop an Email delivery activity after the main target segment.
- Click the activity and select to edit it.
- Select Single send email and click Next .
- Select an email template and click Next .
- Enter the email properties and click Next .
- To create the layout of your email, click on Use the Email Designer .
- Edit and save your content.
- In the Schedule section of the message dashboard, unselect the [Request confirmation before sending messages} option.
Creating an Update data activity
- Drag and drop an Update data activity after the control group segment.
- Select the activity, then open it using the button from the quick actions that appear.
- In the General tab, select Update from the Operation type drop-down list.
- In the Identification tab, select the Directly using the targeting dimension option.
- Select the Profile resource that you previously extended as the dimension to update.
- In the Fields to update tab, select the control group field that you added to the Profile resource as the Destination and enter true as the condition.
- Click Confirm .
Running the workflow
Click Start to run the workflow.
Once the workflow is run, the population of the control group is excluded, and the message is sent to the remaining main target.
The Profile resource is updated as follows: if a profile was in the control group, the corresponding field is checked.
You can now compare how the recipients of the message will react compared to the small group who was excluded from the message and did not receive it.
Reusing the same control group
The example above enables to create a global control group, as this is stored as a profile attribute independently from deliveries. Indeed, the new "Control group" field that was created as part of the Profile resource extension is updated after the workflow above is run.
Consequently, next time you want to use the same control group, you can segment on the new “Control group” field rather than doing a random segmentation.
To do this:
- When creating the Segmentation activity, select the segment to edit in the Segments tab.
- In the Configuration tab of that segment, make sure you do not select the Limit the population of this segment option.
- In the Filtering tab, drag and drop Profiles (attributes) to the main workspace.
- In the Add a rule - Profiles (attributes) window, select "Control group" (the field that you added to the Profile resource) and select Yes as the filter condition.