In Triggered Campaigns, the test and control group ratio is set at the target group level, meaning that instead of allocating percentages when creating a campaign, you do so within the target group itself.
Since multiple Triggered Campaigns can be activated on one target group, this setup ensures that customers that are allocated to the control group will consistently remain part of the control, no matter which of the campaigns they trigger.
As soon as a customer triggers the campaign, they will immediately be assigned to the test or control group. The assignment to the test/control group is based on probability. The value of the probability equals the test/control ratio set for the campaign.
This means that out of 100 customers who triggered the campaign, on average, 20 will be control customers and 80 test customers.
Once a customer has been assigned, if, in the following days, the customer triggers the same campaign again, they will retain the same assignment as long as they are continuously allocated to the same target group with a limit of 30 days. After 30 days the assignment is refreshed. This assignment will hold for any triggered campaign that is set on that target group.
For example, target group A has two triggered campaigns (campaigns X and Y) associated with it and a 20% control group (meaning there is a 20% probability that customers who trigger either campaign will be in the control group).
On day 1, a customer who is allocated to target group A, triggers a campaign (campaign X). This customer is assigned to the test or control group based on the 80/20 probability. Let’s assume the customer is assigned to the control group.
On day 2, the same customer is allocated to the same target group (A) and triggers a different campaign (campaign Y) that is set for target group A. The customer will immediately be assigned to the control group.
On day 3, the customer is allocated to target group B. This resets his test/control assignment.
On day 4, the same who is allocated to target group A triggers campaign X. The customer will, once again, be assigned either to the test or the control group based on the 80/20 probability.
For more on campaign creation and orchestration click here.
For technical implementation details click here.