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I am doing an email campaign. Before sending emails to users I divided my user base into treatment and control groups (50-50). Divided the groups in such a way that no difference in user behaviour. I sent email only to treatment group.

I have some other metrics to measure for success of campaign apart from CTR, Open rate. I have measured different business metrics for the 7 days prior & post of email send date for both control and treatment groups. I got a uplift of 10% for treatment group and 4.5% for control group.

My question here is: am I supposed to conduct a statistical significance test on the results of treatment and control groups? or can I say directly that treatment group is doing better than control because 10% > 4.5%?

Note : It is not an assignment kind of project. I am doing a email recommendation project.

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  • $\begingroup$ please "clarify have the results of those for both groups" and what do you want to say - "sample recommendation" $\endgroup$ Commented Mar 23 at 22:38
  • $\begingroup$ @SubhashC.Davar- I have edited please check it. $\endgroup$ Commented May 26 at 10:23

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You can't say directly that treatment is doing better than control because 10% > 4.5%. Further, you can administer a statistical significance test to ascertain whether the difference in two proportions is due to chance i.e. sampling fluctuations at a specified alpha level. Here, you may apply t-test.

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