Loyalty Programs · Behaviour change · Component
The control
Comparable customers without the programme — awkward to arrange and the whole question.
The deliverable
What it is
Members spend more than non-members in almost every programme. That is selection: people who were going to be loyal joined.
A control requires eligible customers who were not enrolled, ideally at random, which is uncomfortable to arrange and is the only thing that answers the question.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The matching
How comparable the groups are.
3 attributes: Matched on · Pre-programme difference · Adequately matched
LearnThe selection problem
What the naive comparison would have shown.
3 attributes: Naive difference · Controlled difference · Selection effect
Learn
Show the naive comparison alongside the controlled one. The gap is the selection effect, and it is usually most of it.