Compose a creative brief that operationalises experimentation for [CampaignName] targeting [TargetAudience] to improve [PrimaryKPI] within [Timeframe]. Define hypotheses (e.g., “If we emphasise [ValueDriver], then [Metric] improves by [TargetLift]”), test cells, and variant specs (headline, visual, CTA). Pre-declare decision thresholds and ramp-up rules.
Output format:
Hypothesis register: ID | Hypothesis | Variant Specs | KPI | Target | Stop/Go Rule.
Test plan calendar with sequencing constraints.
Data collection plan (events, IDs, attribution model).
Risk & ethics checklist (e.g., fairness, frequency caps).
Roll-out playbook upon winner declaration.