Data and Audience
In marketing, a control group is used to measure the impact of a specific marketing campaign, just as a medical study might use a control group to help determine the outcomes of a particular medication. Control groups have long been used in scientific experiments and even medical research to determine efficacy and it is a very similar approach in marketing. A marketing control group consists of the customers you are targeting who will not receive a particular campaign or message. The group who is excluded from receiving a particular message helps measure the impact of that message when compared to the group who received it. Control groups ultimately help you gain insights on your users’ reactions to your marketing campaigns.