Build a marketing testing program

Business result

A prioritized test queue that resolves useful uncertainties within a defined risk and capacity budget.

Next step

Define the project scope

Working output

Project brief

Unit of analysis

Hypothesis × experiment × assignment unit × outcome window

Decision owner

Growth Experimentation Lead

Project scope and delivery

• Choose the first test, define assignment and detectable effect, and reserve delivery and review capacity.
• Name the included environment, markets, segments and explicit exclusions.
• Agree source availability, reporting delays, review cadence and decision ownership.
• Define the first checkpoint and acceptance checks; confirm access and commercial terms separately.

Acceptance checks

• Queue priority, primary outcome, assignment and stop rules are recorded before launch.
• Overlapping tests and deviations have an owner and review rule.

Deliverables

• A project scope with sources, responsibilities and acceptance checks
• Agreed scope, source requirements, responsibilities and acceptance checks.
• A working brief for a readiness and delivery conversation, not a completed investigation.