I have a set of customers who have been targetted using a marketing vehicle. Now i want to estimate if the marketing vehicle resulted in a better conversion (did they buy after that or not). Currently, im taking a simple approach, where I check the conversion% (number of buyers/ total accounts) for the target customers vs non-target customers. But i would like to take a statistical approach to this, can you suggest some methods to measure this ?
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After conducting a marketing campaign, you may conduct significance test on the difference between conversion percentage of target buyers and conversion percentage of non-target customers. Here, t-test/z-test of difference between two proportions is possible.
Subhash C. Davar
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