I run a campaign with an experimental design setup. The target and control group is representative and split 70/30.
The target group receives an email communication
The dynamics of the campaign require the user to register for the offer via the email and then make a purchase
(The control group has no registration process)
Therefore, the possible scenarios are as follows
Target | registered | converted
Target | registered | ! converted
Target | ! registered | converted
Target | ! registered | ! converted
Control | converted
Control | ! converted
Note - Target | ! registered | converted are users who may or may not have seen the email but arrive at the website and purchase anyway. Only those who register actually avail the offer.
In order to measure the impact of the email on conversion rate & total spend, which group/subgroup would be compared with the control group