Strategy Brief B06

Experiment / Test Brief

Defines the hypothesis, control, and decision rule before a test runs, so the results are actually usable afterward.

Duplicate This Field Set

80% Rule

Do not call a result reusable until the context and measurement limitations are documented.

The field set to lock in audience, message, offer, and KPI before copy or creative production starts.

Documents an automation's trigger, logic, and exit rules well enough that no one needs to open the platform flow builder to understand what it does.

Forces the math — margin impact, cannibalization, and expected lift — before any incentive gets approved.