What is 'A/B testing' in SAP CEC-MKT-CPG - Campaign?
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Component: CEC-MKT-CPG
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Component Name: Campaign
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Description: The determination of the most efficient content for a marketing campaign by sending out two or more variants of email messages that have been send out to a sub-set of the selected target group. After the test period the system determines the email message with the highest success and sends this to the remaining target group members.
A/B testing - Details
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Term: A/B testing
Component: CEC-MKT-CPG Campaign
Definition: A/B testing in SAP Campaign Management refers to the process of comparing two versions of a marketing campaign or communication to determine which one performs better. It involves splitting the target audience into two groups, each receiving a different variant, and analyzing the results to optimize campaign effectiveness.
How It’s Used: In real SAP marketing projects, A/B testing is used to evaluate different campaign elements such as email subject lines, promotional offers, or call-to-action buttons. Marketers create two versions of a campaign and send them to separate audience segments. The system tracks responses like open rates, click-through rates, or conversions, enabling data-driven decisions to improve future campaigns.
Important Configuration:
- Define test groups and control groups within the campaign setup in SAP CEC (Customer Engagement Center)
- Use the Campaign Management work center to create and manage A/B test campaigns
- Configure tracking and response measurement parameters to capture relevant KPIs
- Set up segmentation and target group criteria to ensure statistically valid sample sizes
A/B testing - Related SAP Terms
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