1. Name the decision
In a video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker 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 video ad maker step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.