MARKETING EXPERIMENTATION FRAMEWORK: HOW TO RUN BETTER TESTS

Summary from the TLDR Marketing newsletter

Use the CLEAR framework to prioritize experiments based on commercial opportunity, learning value, evidence strength, addressability, and resource requirements, then define the decision each possible outcome will trigger before the test begins. Set commercial success thresholds alongside statistical criteria so a measurable result only leads to action when it creates enough value to justify implementation. Feed proven learnings into future planning so teams stop retesting known questions and focus resources on the smaller set of uncertainties that can materially improve marketing performance.