Marketing A/B Testing

CRM team is planning to do an A/B testing on 100k customer emails with a 50/50 split

and requesting BI team to create a dashboard tracking the performance. A junior BI

engineer thus came to you and asked your advice on what KPIs shall be included or be

compared between the two versions. What would you suggest?

A company runs multiple campaigns with differing intents across many different

channels. The Marketing team is planning to test a new brand awareness campaign and

hoping to measure its effectiveness. What are the relevant KPIs for measuring the

success of a brand campaign vs the KPIs for measuring the success of targeted digital

marketing?