# Email outcome and measurement brief Outcome Driven ยท Ashley Kays Rabbitt Separate attribution credit from additional business impact. Work from your own evidence; fictional examples are optional. Do not enter confidential records. ## 1. Eligible population and intended useful action Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 2. Measurement window and primary outcome Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 3. Attribution model, window, and reporting source Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 4. Optional campaign being tested; essential messages preserved Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 5. Randomization unit, assignment, sample plan, and owner Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 6. Effect worth detecting and uncertainty we can accept Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 7. Treatment: assigned ____ outcomes ____ rate ____ Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 8. Control: assigned ____ outcomes ____ rate ____ Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 9. Difference in percentage points ____ uncertainty ____ Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 10. Realized contribution after variable costs ____ campaign cost ____ Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 11. Other exposures, delayed purchases, returns, and limitations Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 12. Guardrails and any harm to customer experience Define the cohort, denominator, window, and limitations before interpreting results. [Your notes] ## 13. Keep / revise / investigate / stop; reason and review date Define the cohort, denominator, window, and limitations before interpreting results. [Your notes]