Determine whether a marketing campaign to increase spending at a direct marketing retailer has resulted in incremental spend. For this campaign, I have two groups: Test and Control. I mail 75,000 customers (Test group) offering them rewards if they spend at the retailer in the month of May. The size of my control group is 50,000 customers. Here are the results broken out by weeks:
Group Week Accounts Total Spend Total Transactions
Control 1 25,000 $5,000,000 45,000
Control 2 33,000 $6,250,000 40,000
Control 3 45,000 $7,000,000 70,000
Control 4 30,000 $5,500,000 50,000
Test 1 55,000 $12,500,000 100,000
Test 2 60,000 $15,000,000 105,000
Test 3 35,000 $6,000,000 55,000
Test 4 50,000 $10,000,000 102,000
How to determine whether there is incremental spend and transaction behavior at the individual account level (spend per account; transaction per account) for the overall campaign (4 week aggregate). If there is incremental spending, how can I determine how much more spend (at the individual account level) is occurring in the test vs. control?