Used when the numbers cannot be trusted.
Measurement & Experimentation
Measurement that makes decisions possible, and experiments designed to produce answers rather than activity.
When this group is the right answer
Used when the numbers cannot be trusted.
When it isn't
This group is usually the wrong starting point when the data is already trustworthy and the real gap is a strategic one — what to do with what the numbers say. Growth Strategy & Intelligence is the better starting point.
Questions we work on here
- Do we agree on what a good outcome looks like?
- Is the data reliable enough to act on?
- What is the cheapest way to find out if we are wrong?
How this connects to business outcomes
The outcome is confidence: decisions made on evidence the whole business trusts, and fewer expensive bets made on activity that only looked like progress.
What sits inside it
Analytics
Useful when decisions are being made without a shared, reliable source of truth.
Tracking
Useful when the data feeding every other decision can't yet be trusted.
Measurement planning
Useful when a campaign is about to launch without anyone agreeing what success looks like.
Performance analysis
Useful when results have come in and someone needs to read them honestly, not defensively.
Experiment design
Useful when the business needs a cheap, credible answer instead of another opinion.
How it gets scoped
We don't scope this group as a retainer by default. Work begins with the question your business needs answered, then we use whichever items above are required — often only two or three, sometimes alongside another group entirely.
Not sure this group is the one you need?
Tell us the problem and we'll tell you whether measurement & experimentation is even relevant, before recommending anything.
Start with the right next step.
Tell us where your business is today and what you're trying to achieve. We'll first look at whether BizFay is the right fit and what the most useful next step may be.