In an experiment, a Control Group is a group, separated from the rest of the experiment, which is isolated from the variable being tested. In customer engagement, Control Groups can be used to assess the performance of customer engagement initiatives.
Pega Customer Decision Hub provides support for defining and populating Control Groups. In addition, the Strategy rule also provides support for assessing whether a customer is in a Control Group. This allows the user to treat Control Group members differently. For example, Control Groups members might not receive a particular action.
Pega Customer Decision Hub uses Interaction History (IH) to maintain Control Group memberships. This allows Control Groups to be used in both batch and real-time strategies.