Run randomized control trials (RCTs) on your own user base. Measure the true impact of CRM, direct mail, email, push notifications, and other addressable lifecycle channels.
All your tests, one database
Every user-level experiment becomes a data point in your central truth database, ready to calibrate your MMM.
Keep a permanent record of every email subject line test, push notification holdout, and direct mail lift study.
Look back across all your tests to find patterns. Does "Discount" work better than "Free Shipping" across all channels?
Use your user-level holdout results to validate that your top-down MMM is correctly attributing credit to CRM channels.
Automatically split user universes into treatment and control groups with reproducible randomization and clear assignment logic.
Calculate exactly how many users you need in each group to detect a meaningful lift before you start the test.
Maintain long-term holdout groups to measure the cumulative impact of your marketing efforts over time.
User-level testing is strongest when you control the audience, the suppression logic, and the outcome measurement.
Run holdouts on promotional sends, lifecycle journeys, and subject-line or offer tests while measuring revenue, conversion, and unsubscribe guardrails by assignment.
Use clean treatment and suppression files to measure incremental response, profit, and reactivation instead of relying on attributed conversions alone.
Measure whether messages create net-new behavior, accelerate an action that would have happened anyway, or simply add noise and fatigue.
The strongest user-level tests are not just randomized. They are logged, guarded, and decision-ready.
Estimate sample size before launch so the team knows whether the test is capable of detecting a decision-relevant effect.
Track leakage, unsubscribes, complaint rates, and downstream business guardrails so local wins do not create hidden harm.
Save the result, the setup, and the context so user-level learnings become calibration inputs and reusable knowledge instead of disappearing into a slide deck.