# Marketing experiment planning and results template

A useful experiment connects a business decision to a testable hypothesis and an interpretable result. Plan the comparison before activity begins.

Prepared by Nancy Chou Marketing Consultants (NCMC).
Official guide: https://ncmktg.com/information/resources-marketing-experiment-template.html

## Decision brief

- Business question:
- Audience / buying situation:
- Owner and review date:
- Evidence available:
- Important assumptions:
- Constraints and dependencies:

## Working worksheet

| Condition or action | Evidence / current state | Owner | Next step and date |
| --- | --- | --- | --- |
| 1. State the decision and hypothesis |  |  |  |
| 2. Define the comparison and measure |  |  |  |
| 3. Check instrumentation and guardrails |  |  |  |
| 4. Record deviations and uncertainty |  |  |  |
| 5. Assign the next action |  |  |  |

## Experiment record

- Hypothesis and alternative explanation:
- Intervention and comparison:
- Population and observation period:
- Primary measure and guardrails:
- Instrumentation check:
- Decision rule agreed before starting:
- Observed result:
- Deviations and uncertainty:
- Continue / revise / stop, with owner and date:

## Review

Record the decision, supporting evidence, limitations and next review. This original planning worksheet is educational guidance, not a contract, benchmark or guarantee of results. Keep confidential records and credentials out of an initial enquiry.