Activate Measurement Strategy
- 17 Jun 2022
- 2 Minutes to read
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Activate Measurement Strategy
- Updated on 17 Jun 2022
- 2 Minutes to read
- DarkLight
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Jornaya Activate is designed to help you find new upper funnel opportunities so that you can start or increase engagement with your customers. By identifying consumers that are actively shopping online early in their journey your brand has more opportunity to bring that consumer back into your sales funnel and keep them away from your competitors.
Getting the consumer into your funnel is half the battle still, don’t forget about the other half. An omnichannel marketing strategy with relevant & engaging content, timely messages, along with competitive offers, is key to progressing the consumer further down through the funnel. As the old adage goes...always be testing (and measuring)!
CONTROL GROUP
- A control group is used to compare performance of Jornaya campaigns to a Test Campaign.
- A control group answers the question of, “If you market to consumers randomly or if you continue with Business As Usual how does that perform?”
- A control group should demographically mirror the test population as closely as possible.
TEST GROUP
- A test group is the group of consumers who will only be acted on if/when Jornaya sees the consumer in-market
- A test group answers the question of “If you use data to inform who you market to, how does that perform?”
- A test group should demographically mirror the control population as closely as possible.
EXPECTED RESULTS
- The Control group vs. Test group comparison should focus on the upper funnel engagement of consumers seen in-market by Jornaya.
- Comparing performance of shoppers who were marketed towards with a data driven campaign (Test group) vs. shoppers who were marketed towards without the benefit of a data driven campaign (Control group) will give the clearest view of the lift in performance of Jornaya data.
- When comparing the rate of a Test vs. Control group in aggregate, be mindful that this can be influenced by the number of consumers that Jornaya saw shopping in each group. If those are dissimilar it could inadvertently skew any aggregate comparison.
RETENTION CAMPAIGN? KEEP IN MIND!...
- We expect that consumers that Jornaya sees in-market will churn at a higher rate than those not seen. This is because the consumers Jornaya sees in-market are shopping. Your brands goal is to save as many consumers who are shopping as possible but, inevitably, you won’t save them all and the ‘shoppers’ are most likely to churn at a higher rate than the segment of consumers who were not shopping at all.
What's Next...
Jump into how to Maximize Value with Jornaya Activate
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