Why Results Don’t Simply Double After Merging a 50/50 Aampe vs. Business-as-Usual Split
Many customers begin by running Aampe alongside their business-as-usual (BAU) messaging approach. A common design is a 50/50 split: after reserving a small group of users as a global holdout, half of the remaining users receive communication from Aampe, half continue with BAU. When the Aampe half shows strong results, customers sometimes have the expectation […]