Marketing Experiment Decision Record
Preserve a test’s original question, tested implementation, validity checks, result limits and final action in one reviewable record.
When to use this template
Use this when deciding whether to keep, change or reject a tested marketing implementation and you need future readers to understand why.
Choose another approach when: You want to rewrite the hypothesis after the result, omit failed quality checks, or treat a deployment decision as proof of revenue impact.
Gather these inputs
- The predeclared hypothesis and exact tested variants.
- The final evidence with its planned analysis and quality checks.
- A responsible decision owner and the implemented follow-through.
Copy and adapt the template
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Worked example
Illustrative example, not a Crany customer result. Replace every example detail with facts you can verify.
A fictional team tests an access explanation beside a beta form. Its final record links to the original wording variants and notes a brief event-recording defect. The reviewer limits the quantitative conclusion and uses comprehension observations as separate context. The owner decides to retain the clearer truthful access wording, without claiming the defective test proved a conversion lift. A later release check confirms the chosen text is live. The record preserves both a reasonable product decision and the limits of the available evidence.
How to use it
- Freeze references to the original plan and exact tested implementation.
- Review results alongside validity, guardrails and deviations.
- Make the named decision, verify follow-through and retain unresolved questions.
Check before using it
- A sensible decision is not mistaken for a proven causal effect.
- Unfavorable or invalid evidence remains part of the record.
- The implemented change matches the actual reviewed decision.
What to measure
Track whether future teams can reproduce the reasoning and verify the implemented action. The record supports accountable learning; it does not make weak evidence strong or guarantee future performance.
Research and sources
The references support trustworthy design and planned interpretation. This original decision record combines those principles into a review artifact without reproducing a proprietary experiment system.
- Microsoft Research: Patterns of Trustworthy Experimentation, Pre-Experiment Stage — checked 2026-10-23. Clear hypotheses, appropriate measurement, assignment units and data-quality checks before a controlled experiment.
- Spotify Engineering: New Experimentation Platform, Part 2 — checked 2026-10-23. Predeclared success and guardrail metrics, assignment validity, planned analysis and interactions between experiments; historical platform account.
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