But don’t fall into the trap of guerrilla measuring here by saying that the non-email list is the control group. Or the part you didn’t want to email anyway, because you’d already segmented. The people on your email list are often better (or at least a different type of) customers, so you’d be comparing one kind of apples to another.
5….
And then there is always the option to not measure the impact that email has on other channels at all. Many companies do this with the reasons that it is too much hassle to set it up (technically), that they do not know how or that they do not nigeria phone number list see the added value of gaining insight in that level of detail. Is that bad? Not always. But know that the option is there.
A can be attributed to a specific channel or campaign in fairly simple (such as last-click) or more extensive ways (Revenue Attribution). The way of calculating has a major influence on determining whether a marketing campaign has been successful. If the influences from other channels are included, it may well be that the marketing budget will be distributed slightly differently next year. Happy cross-channel measuring!