Keeping your existing customers engaged is vital. Promotions can make a significant difference in retention, what offers should you send to customers and who should receive the offers?

When testing any hypothesis in marketing, you need to measure the effect of your actions. This is where control groups come in. Put simply it is an isolated group of customers who don’t receive the action, providing a baseline to compare against.

There are a number of marketing automation tools out there and they all share the same workflow; manually segment customers into groups, link and schedule promotions for these groups, analyse and optimise, repeat. We believe that this approach has three flaws which affect three core areas.