THE PLAYBOOKS / MEASUREMENT

Email outcome and measurement brief

Separate attribution credit from additional business impact. Work from your own evidence; fictional examples are optional. Do not enter confidential records.

01Eligible population and intended useful action

Define the cohort, denominator, window, and limitations before interpreting results.

02Measurement window and primary outcome

Define the cohort, denominator, window, and limitations before interpreting results.

03Attribution model, window, and reporting source

Define the cohort, denominator, window, and limitations before interpreting results.

04Optional campaign being tested; essential messages preserved

Define the cohort, denominator, window, and limitations before interpreting results.

05Randomization unit, assignment, sample plan, and owner

Define the cohort, denominator, window, and limitations before interpreting results.

06Effect worth detecting and uncertainty we can accept

Define the cohort, denominator, window, and limitations before interpreting results.

07Treatment: assigned ____ outcomes ____ rate ____

Define the cohort, denominator, window, and limitations before interpreting results.

08Control: assigned ____ outcomes ____ rate ____

Define the cohort, denominator, window, and limitations before interpreting results.

09Difference in percentage points ____ uncertainty ____

Define the cohort, denominator, window, and limitations before interpreting results.

10Realized contribution after variable costs ____ campaign cost ____

Define the cohort, denominator, window, and limitations before interpreting results.

11Other exposures, delayed purchases, returns, and limitations

Define the cohort, denominator, window, and limitations before interpreting results.

12Guardrails and any harm to customer experience

Define the cohort, denominator, window, and limitations before interpreting results.

13Keep / revise / investigate / stop; reason and review date

Define the cohort, denominator, window, and limitations before interpreting results.

Notes are yours; example answers are hypothetical. Field completion does not validate a plan.

PUT YOUR NOTES TO WORK

Write the decision rule before reviewing the result.

Define the eligible group, outcome, observation window, and known gaps in your data.
If a holdout is feasible, agree assignment, sample requirements, exclusions, and customer safeguards before starting. Otherwise label the evidence observational.
Review the outcome alongside costs and customer effects. Keep attributed revenue separate from any estimate of incremental impact.

WORK THROUGH IT WITH ASHLEY

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