What’s the best way to measure the success of your in-app marketing campaigns when you don’t have an SDK or real time control group?
New in-app marketing strategies are meaningless if you can’t measure the results they produce. In an ideal scenario, marketers conduct controlled experiments that define the causal relationship between specific strategies and desired outcomes. Generally, this is accomplished by using A/B testing framework with a control group. But that level of precise experimentation isn’t always possible. Without an SDK, or A/B testing framework, marketers are forced to draw conclusions about cause and effect based on observational data. Even though it isn’t randomized, it’s entirely possible for marketers to use that observational data to develop a detailed understanding of their marketing impact. All it takes is the right techniques and methodologies for the data you have available.
At wappier, creating performance benchmark methodology for Global Pricing was a practical matter. While our customers like that Global Pricing is a no-SDK solution because it requires no engineering effort, they lacked a real-time control group for measuring campaign results. Although most game developers prefer classic A/B testing on a per country basis, they lack the capabilities to do that kind of in-region testing by serving the same pricing to users within a single country. We developed our performance benchmark methodology to give developers the opportunity to take advantage of per country pricing without an SDK, while still gaining valuable insights into per-country performance. Let’s look at how the methodology works, starting with the differences between SDK and non-SDK measurement models.