B-to-B insights: 57 Channels (And Nothin On?)

Allowing various teams to use different segmentation strategies can work. But for the test, separate your file into statistically similar segments for your control and test panels, and use those segments companywide.

In addition, every sales channel must use the same offers for the testing period. A rogue free-shipping offer in one channel will siphon orders and nullify the purpose of the test, which is to establish a baseline lift for a given promotional channel.