Control groups in AJO/AEP

When working with control groups in Adobe Journey Optimizer (AJO) or Adobe Experience Platform (AEP), there are several best practices and tips that can help you get the most out of your testing and optimization efforts.

Here are some tips and best practices to consider:

1. Set control groups at the profile level: To ensure that your control groups are consistent across touchpoints in the user journey, it's a good idea to set them at the profile level as a calculated attribute. This will allow you to easily use the control group information when sending out communication to recipients.

2. Define your control group size: Your control group size will depend on several factors, such as the size of your overall audience, the complexity of your campaign, and the statistical significance you're trying to achieve. As a general rule, a control group size of at least 5% is recommended.

3. Randomize your control group: It's important to randomize your control group to ensure that it is representative of your overall audience. This can be done using AEP or AJO segmentation capabilities.

4. Monitor your control group performance: Keep a close eye on the performance of your control group throughout your campaign. This will allow you to adjust your strategy as needed and ensure that your test results are reliable.

5. Use your control group to measure lift: By comparing the performance of your control group to your test group, you can measure the lift generated by your campaign or experience. This will allow you to determine the impact of your optimization efforts and make informed decisions about future campaigns.

Overall, working with control groups in AEP or AJO requires careful planning, execution, and monitoring. By following these best practices and tips, you can ensure that your testing and optimization efforts are effective and reliable.