1. Name the decision
In a ad generator program, name the decision before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
2. Write the hypothesis
In a ad generator program, write the hypothesis before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
3. Define eligibility
In a ad generator program, define eligibility before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
4. Build the control and variants
In a ad generator program, build the control and variants before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
5. Randomize and balance exposure
In a ad generator program, randomize and balance exposure before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
6. Validate implementation
In a ad generator program, validate implementation before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
7. Predeclare the primary outcome
In a ad generator program, predeclare the primary outcome before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
8. Run to maturity
In a ad generator program, run to maturity before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
9. Analyze effects and guardrails
In a ad generator program, analyze effects and guardrails before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
10. Roll out or revert
In a ad generator program, roll out or revert before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this ad generator step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.