Document Type: Framework
Status: Active
Version: v1.0
Authority: MWMS HeadOffice
Parent: Experimentation Brain Canon
Slug: experimentation-brain-problem-assessment-and-strategic-integration-framework
Purpose
Defines structured process for identifying meaningful experimentation opportunities aligned with MWMS strategic priorities.
Ensures experimentation activity addresses system-level performance constraints rather than superficial optimisation targets.
Scope
Applies to identification of experimentation opportunities across:
customer acquisition systems
conversion systems
retention systems
pricing systems
message systems
offer systems
automation systems
Core Principle
A well-defined problem produces higher quality experimentation outcomes than a poorly defined solution.
Problem clarity increases:
signal relevance
learning velocity
decision confidence
Problem Identification Sources
performance plateaus
conversion inefficiencies
CAC pressure
LTV limitations
retention decline
signal inconsistencies
unexpected variance patterns
Structural Components
Goal Trees
Maps organisational objectives to measurable drivers.
Defines:
primary performance metrics
supporting drivers
dependency relationships
Strategy Maps
Links experimentation opportunities to strategic growth priorities.
Ensures:
resource alignment
directional consistency
execution coherence
Data Maps
Identifies measurable signals indicating performance constraints.
Includes:
quantitative behaviour indicators
conversion pathway signals
funnel drop-off points
Research Maps
Captures insight sources informing hypothesis development.
Includes:
customer insights
qualitative feedback
market observations
pattern recognition signals
Inputs
performance metrics
customer behaviour signals
research outputs
strategic objectives
Outputs
validated experimentation problem statements
prioritised opportunity list
structured hypothesis direction
Interfaces
Strategy Brain
Research Brain
Lifecycle Brain
Ads Brain
Decision Criteria
problem measurability
strategic relevance
impact potential
signal clarity
Failure Modes
solution bias before problem clarity
misaligned experiment objectives
low-impact hypothesis formation
misinterpretation of performance variance
Governance Notes
Problem definition stage must precede solution design.
Experimentation must not bypass strategic alignment requirements.
Change Log
v1.0 canonical structure created