THE PROCESS
How the workflow works.
- 01
State the reporting period and the question the brief addresses.
- 02
Select a small set of signals tied to that question.
- 03
Compare like periods and note tracking or campaign changes.
- 04
Write observations separately from possible explanations.
- 05
Choose up to three investigations or actions with owners.
- 06
Review the previous brief and record what happened after its actions.
ILLUSTRATIVE OUTPUT / SAMPLE ONLY
A one-page decision brief
Observed — engagement changed after a site release
Uncertain — tracking and content changed in the same period
Next step — validate measurement before judging content impact
Where judgment matters.
Annotate incomplete data, changes in measurement, and uncertainty. Do not attribute revenue impact to a change without an appropriate method.
Before you call it complete
- The reporting period is explicit
- Each action has an owner
- Uncertainty is recorded beside the finding