We measure the difference between test and control group in order to determine whether there is a positive difference thanks to our campaigns. Or are the results just random? Then we need to keep on working on our campaigns!
There is no significant difference between test- and control group, it is very likely that this value is random.
Meaning: the campaign is not making as much of a difference as wanted! We are then working together with our Data Science team to find optimization potential.
There is a significant difference between test- and control group, it is very unlikely that this is random.
The test group performs significantly better than the control group:
Here we can analyze what makes this campaign different from less well performing ones? Can we learn something, that we can apply to other campaigns?
The test group performs significantly worse than the control group:
Your Account Manager and the Data Science team colleagues are already on it and looking for indicators to improve the performance.
Please contact your Account Manager in case of questions or uncertainty!