RCT stands for randomized controlled trial.
In marketing, it is a way to test whether an action really caused a result.
The simple idea
Split people or opportunities randomly.
One group receives the action. The other group does not. Then compare the difference.
Randomization matters because it reduces bias.
How it differs from A/B testing
A/B testing often compares two versions, such as button A and button B.
An RCT is broader. It focuses on whether the treatment itself caused the outcome.
Why marketers should care
Marketing numbers can move for many reasons. Seasonality, audience mix, timing, and luck all affect results.
An RCT helps avoid claiming success when the lift came from something else.
My rule
If the decision is expensive, do not rely only on before-and-after comparison. Try to design a cleaner test.
Original Japanese Article
This article is based on the Japanese post: RCTとは？ マーケで使うランダム化比較試験の意味とABテストの違い.
