MEASURING CAMPAIGN EFFECTIVENESS: A PRE AND POST ANALYSIS STUDY OF TEST AND CONTROL GROUPS

Abstract

Assessing the success of marketing efforts is vital, for improving tactics and achieving results. This research delves into utilizing pre/post analysis with test and control groups as a technique for gauging the impact of campaigns. Regions where campaigns were conducted are divided into test and control groups for comparison purposes. Prior to the campaign launch data is gathered from both groups to establish a baseline. After the campaign concludes, the same metrics are used to evaluate any shifts, in behavior or outcomes that can be attributed to the campaign. When examining the differences, in outcomes between the test and control groups using this approach helps account for influences and enables an accurate assessment of the campaigns impact itself. Various statistical methods like analyzing changes, in percentages or comparing differences over time are used to verify and confirm the findings credibility. This paper demonstrates how this methodology was applied on a real tie case where radio ads were aired and what was the benefit out of that.