Chapter 6: The Experimentation Phase of Growth Marketing

The next phase is the execution or experimentation phase.

The steps in the experimentation phase include:

  • Shortlisting ideas (from the Ideation phase we discussed in the previous chapter) and moving them to the experiments list
  • Defining the duration of each experiment test which will be the initial cycle of execution
  • Ranking the experiments in order of priority – usually using a framework like the ICE score to do this however, I have personally stopped using the ICE score
  • Decide a success score for each experiment that’ll help us decide if it’s successful or not
  • Execute the experiment initial cycle
  • Analyze the success score at the end of the test cycle

The Experimentation Phase is where all the hustle happens. At Mapplinks, I usually assign a team of 3 people for each execution cycle. We keep our execution cycles up to 45 days per growth marketing experiment. The team is put together based on the requirements of the experiment.

The team is also assigned so we have the right marketing, tech, copy, and analyst skills as needed. T-shaped marketers are selected based on the level of skill needed for the experiment.

The execution review happens daily and weekly.

Each week, we discuss how the OMTM is improving.

For example, here’s a screenshot from the weekly OMTM tracking for an influencer outreach campaign and the ratios we measure:

growth marketing experiment analytics
growth marketing experiment weekly analytics

During all the weekly review sessions, adjustments are made to the experiments to improve results and fine-tune the process.

It’s essential to review data often in this phase as the initial experiment cycle is the most important one to make future decisions.

As you have observed, Analytics is not a separate phase in Growth Marketing put a process that is put into practice in each phase of Growth Marketing.

In the next chapter, we will discuss the Integration Phase of Growth Marketing.