Build your marketing experiment tracker.

How to build your marketing experiment tracker

1. 1

   Describe the job

   Connect campaign hypotheses, variants and results to a defined measurement period.

2. 2

   Review the first version

   Choose how the campaign analyst records the hypothesis and how the experiment owner reviews the next step.

3. 3

   Refine the views

   Ask First to adjust the fields and views for the people who will use the app.

4. 4

   Test before sharing

   Walk through the process with a sample record and check who owns the next action.

What to include in your marketing experiment tracker

• Keep the hypothesis in context

  Keep hypothesis, audience, variant, primary measure, date range and result caveat together so the next person can understand the request or record.

• When the next step needs a decision

  A landing-page experiment changes price and headline together. Record the confounding change and avoid attributing the result to the headline alone.

• Keep result caveat visible

  Keep the result's caveats visible before choosing the next experiment.

• Choose what each person needs

  Give the campaign analyst a working view and the experiment owner a review view. Keep hypothesis and audience attached to the decision as the work moves between them.