Holdout Tests: Incremental Reactivation Rate, Incremental Customers, Cost per Incremental Customer and Paid-Anyway Share
This lesson is part of the course
In this lesson
You compare treated and holdout groups to find how many reactivations the campaign really caused, what each incremental customer cost and how much of the discount went to customers who would have come back anyway.
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Lessons in this course
- Defining Lapsed Customers: Days Since the Last Order, a Threshold per Category and the Size of the Lapsed Pool Locked
- Lapse Curves: Monthly Return Rates, the Cumulative Share Coming Back and the Point of No Return Locked
- Segments for Win-Back: Recency Bands × Past Value with COUNTIFS, Segment Labels and the Priority Segment Locked
- Offer Economics: Discount Cost per Order, Margin After the Offer, Break-Even Reactivation Rate and Profit per 1,000 Contacts Locked
- Holdout Tests: Incremental Reactivation Rate, Incremental Customers, Cost per Incremental Customer and Paid-Anyway Share Locked
- Channel Mix: Cost per Incremental Reactivation by Channel, Plan Cost, Blended Cost and a Reach Check Locked
- Second-Life Value: Retention of Reactivated vs New Customers, a Simple Decay with POWER and the Maximum Win-Back Cost Locked
- Programme Plan & Dashboard: Monthly Lapsing Pipeline, Incremental Reactivations, Total Cost, ROI and a Chart Locked