Experimentation Program Design - Build Knowledge Through Testing

What This Service Delivers

You'll establish a structured experimentation program that systematically tests marketing assumptions, captures learnings, and builds organizational knowledge that improves decision-making over time.

Hypothesis-Driven Culture

Your team will develop capability to frame marketing questions as testable hypotheses, shifting conversations from opinions about what might work to structured inquiries about what actually works.

Testing Protocol Framework

You'll have clear protocols for designing experiments, determining sample sizes, establishing success criteria, and interpreting results with appropriate statistical rigor.

Knowledge Capture System

Your organization will establish processes for documenting test results and insights, creating an accessible knowledge base that prevents repeating past experiments and informs future strategy.

Continuous Improvement Mechanism

The experimentation program provides ongoing capability to question assumptions, test new approaches, and refine strategy based on evidence accumulated over time.

This approach transforms marketing from a discipline relying on best practices and industry benchmarks to one building proprietary knowledge about what works in your unique business context.

The Cost of Assumption-Based Marketing

Without systematic testing, marketing teams make decisions based on what seems reasonable rather than what's been proven to work in their specific context.

Debates That Go Nowhere

Your team spends considerable time discussing which marketing approach will perform better, yet these discussions reach conclusions based on who argues most persuasively rather than actual evidence. Different stakeholders cite different industry examples, but nobody knows what will work in your situation.

Missed Opportunities for Improvement

Your organization implements marketing campaigns without systematically testing alternatives. Even when campaigns perform reasonably well, you have no way of knowing whether different approaches might have performed significantly better.

Repeating Past Mistakes

When approaches don't work, your team discusses what might have gone wrong but lacks rigorous methods for identifying actual causes. This leads to similar mistakes recurring as institutional knowledge depends on individual memory rather than documented findings.

Following Generic Best Practices

Your team implements recommendations from industry publications or what competitors appear to be doing, yet these approaches may not suit your specific audience, market position, or business model. Without testing, you never know if conventional wisdom actually applies to your situation.

These challenges persist not because teams lack intelligence or diligence, but because they lack structured processes for systematically testing assumptions and building evidence-based knowledge.

Our Experimentation Program Approach

We help you establish the frameworks, protocols, and organizational practices needed to build marketing knowledge through systematic experimentation.

01

Testing Readiness Assessment

We evaluate your current capabilities for running experiments, including traffic volumes, technology infrastructure, team skills, and organizational readiness. This assessment identifies what types of testing are feasible given your constraints.

02

Hypothesis Framework Development

Together we establish protocols for identifying testable questions, formulating hypotheses, and prioritizing what to test based on potential impact and learning value. This ensures testing efforts focus on questions that actually matter to your business.

03

Test Design Protocols

We design frameworks for different test types including A/B tests, multivariate tests, and holdout studies. This includes guidance on determining appropriate sample sizes, test duration, success metrics, and statistical significance thresholds.

04

Learning Capture System

We establish processes for documenting test results, extracting insights, and making learnings accessible to your team. This creates institutional knowledge that persists beyond individual team members and informs future strategy development.

05

Program Governance Structure

We design governance frameworks that specify who can run tests, what approval processes are needed, how results are reviewed, and how insights feed into strategic decisions. This prevents experimentation chaos while encouraging testing discipline.

The Result

Your organization develops sustainable capability to test marketing assumptions systematically, building proprietary knowledge about what works in your specific context rather than relying on generic industry practices.

How We Work Together

We typically engage with your team over 6-8 weeks to establish experimentation frameworks and run pilot tests that validate the approach in your environment.

Week 1-2

Assessment of your testing capabilities, traffic volumes, technology platforms, and organizational readiness. We identify what types of experiments are feasible and which business questions warrant testing.

Week 3-4

Framework development for hypothesis generation, test design, and results interpretation. We establish protocols tailored to your organization's specific testing environment and business context.

Week 5-6

Pilot test implementation where your team designs and launches initial experiments using the new frameworks. We provide guidance on test setup, monitoring, and analysis.

Week 7-8

Program documentation, governance establishment, and knowledge transfer. We refine frameworks based on pilot learnings and train your team on ongoing program management.

Program Deliverables

Comprehensive testing capability assessment and recommendations
Hypothesis development framework with prioritization criteria
Test design protocols for A/B, multivariate, and holdout studies
Learning capture templates and knowledge base structure
Program governance documentation and team training

Investment and Scope

This engagement establishes the experimentation capability that enables ongoing learning and continuous improvement in your marketing approach.

Total Investment

$7,100

USD

This covers complete program design, pilot test guidance, comprehensive documentation, and team training needed to establish sustainable experimentation practices.

Program Components

Testing capability and readiness assessment
Hypothesis generation and prioritization framework
Test design protocols for multiple test types
Statistical analysis guidance and templates
Learning capture system and documentation

Implementation Support

6-8 weeks of collaborative program development
Pilot test design and implementation guidance
Program governance structure and approval workflows
Comprehensive program documentation
Team training on framework application

Payment Flexibility

We understand budget processes differ across organizations. While the typical approach involves 50% at engagement start and 50% at completion, we're open to discussing arrangements that align with your procurement requirements.

How Experimentation Programs Work

Organizations that establish systematic testing programs typically observe meaningful shifts in how marketing decisions are made and justified.

Cultural Shifts

Before Program

→
Decisions based on opinions and assumptions
→
Following industry best practices blindly
→
Unclear why approaches succeed or fail

After Implementation

✓
Decisions supported by test evidence
✓
Testing assumptions before full rollout
✓
Building proprietary knowledge base

Learning Timeline

Program development occurs over 6-8 weeks. Building meaningful knowledge requires running multiple experiments over subsequent months. Most organizations see significant accumulated learning after conducting 8-12 tests, which typically spans 4-6 months depending on test duration and complexity.

The program provides value immediately by establishing discipline around testing and creating shared language for discussing what constitutes valid evidence.

Progress Indicators

You'll recognize the program is working when:

Team members naturally frame proposals as testable hypotheses
Marketing discussions reference past test results rather than industry articles
Stakeholders ask about testing plans before approving major initiatives
Your team can articulate what they've learned works in your specific context

Supporting Your Decision

Committing to systematic experimentation represents both investment and cultural change. Here's how we reduce uncertainty around this decision.

Initial Assessment

We start with a no-obligation conversation about your testing goals and current capabilities. This helps both parties understand whether experimentation program design addresses your actual needs and constraints.

Honest Feasibility Analysis

We provide transparent assessment of what types of testing are realistic given your traffic volumes, technology infrastructure, and resources. If experimentation isn't currently feasible, we'll tell you what needs to change.

Pilot Test Validation

The engagement includes running pilot tests, so you'll see the frameworks work in your actual environment before the program concludes. This provides evidence the approach suits your organization.

Complete Documentation

You'll receive comprehensive frameworks and protocols your team can use independently. The goal is building internal experimentation capability, not creating consultant dependency.

While we cannot guarantee specific performance improvements from testing, we ensure you'll receive complete program frameworks and pilot test guidance. Long-term value depends on how consistently your organization runs tests and applies learnings, which we support through detailed protocols and training.

Path to Getting Started

We've structured the initial steps to help both parties understand whether systematic experimentation fits your situation and capabilities.

1

Initial Contact

Share information about what you'd like to test and your current testing capabilities through the contact form. We'll respond within one business day to schedule a conversation.

2

Feasibility Discussion

We'll have a 45-minute call to understand your traffic volumes, technology infrastructure, team capabilities, and what business questions you hope testing might answer.

3

Detailed Proposal

If experimentation seems appropriate for your situation, we'll provide complete documentation of what will be delivered, timeline, team involvement required, and investment structure for your review.

4

Program Development

Upon proceeding, we coordinate with your team to schedule assessment and framework development sessions. Most organizations can begin within 2-3 weeks of commitment.

The feasibility discussion involves no commitment to proceed. It helps us both understand whether your organization has the prerequisites for systematic experimentation and whether this service addresses your needs.

Ready to Build Marketing Knowledge Through Testing?

Share information about what you'd like to test and your current capabilities, and we'll explore whether systematic experimentation might strengthen your marketing approach.

Start the Discussion

We typically respond within one business day

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