Use control groups

Understand the concept of control groups and learn how to use a control group for your delivery.

Welcome to Adobe Campaign Classic. By the end of this module, you should be able to use Control Groups in a Campaign.
Control Group is a sub-population that excludes from your targets. Similar to what you do when you run an A/B test. However, rather than sending them different versions of the Campaign, we will actually exclude them from the Campaign. The people in the Control Group will be marked in the Delivery as having been excluded, because they were in the Control Group. This concept, allows you to compare the behavior of the people that receive the Delivery against the people in the Control Group who did not. Depending on the nature of your Campaign, you might want to compare their buying behavior, or registration or visits to the website, etcetera. This will allow you to identify and isolate Campaign effects that were related to the Campaign, versus if there was a magazine ad running at the same time or if a link to your website was posted somewhere else, etcetera. Adobe Campaign let you form this Control Group from the main target by taking the sample. The advantage of letting Adobe Campaign extract Control Group is that it would be random and comparable to the target. If you have a pretty fine Control Group that you’ve been using already for your Campaigns, you could use that as well. You can configure a list of people as the Control Group.
Let’s now configure a new Campaign. In the Campaigns tab, select Create, A Campaign.
I will name my Campaign, Birthday Offer Campaign.
And select the Program.
Once we have our Campaign labeled in associated with one of the Programs, click okay.
Then let’s edit the Campaign properties. To do this, click on the Edit tab.
And then on the Advanced Campaign settings link, a new window shows up. Here we will navigate to the Control population tab.
We’re going to Enable an edit Control Group configuration. Click on edit.
Then I will activate random sampling. If you have a Control Group list already configured you can set it from here.
And I will use sizes as percentage, to 10%. Now click finish.
Okay, and set the Campaign. Now let’s move to Targeting and Workflows. Rather than creating a new Workflow, let’s override the default one. I will name it Birthday Offer Workflow.
You know our example we will target the people who celebrated their offer today. So, let’s do that and add Query activity.
Let’s click on Edit query. And add a list of recipients who I know that have their birthday today. I can also preview the list. And once I’m happy I will click Finish, and okay. Now lets drag and drop the Email Delivery.
Double-click to edit it. For the Delivery template, I will select birthday email.
And I will leave the label as it is. Click continue. In here you can preview or do other settings to your Delivery. But for demo purposes, I will give it as it is. Click save. And then save the Workflow. If I navigate to the Dashboard. I will now see my Delivery.
Let’s go ahead and start our Workflow.
I can see that I have 44 results. Now, I can move to Dashboard, and see that it needs approval. So let’s quickly do that. We have 44 targeted recipients, and 31 to send, I will approve it.
Now I will start the Delivery and give it a couple of minutes. I can see that my Delivery has finished. So, I can open the Delivery. I can see a Quick summary in here. I have 31 emails to send and 31 were processed. In the Delivery section, I can see which people were part of the Control Group and I can see that their status is Ignored.
So they were excluded from the Delivery. Now, if I click on the Audit tab. I can check the causes of exclusion. And I can see I have three people in the Control Group.
And also, in here I have a short summary about how many people were included in the Control Group. Now, let’s have a look at how you can identify the Control Group in your segmentation. You can set up a query and look for status of the Delivery logs recipients equal to ignored as opposed to send or rejected, and control member equals to, yes. Now you should be able to use Control Groups in a Campaign. Thank you for listening, and I’ll see you next time. -
If there are multiple deliveries in the targeting workflow, you need to enable the control group settings on the delivery level as well as in the campaign settings.
Please refer to the product documentation for more information on how to define a control groups and the delivery target population