MKT.10:1 - Problem frame

Use this pattern when a decision to continue, change, expand or stop marketing work depends on what that work contributes and what it consumes. Examples include choosing between invitations, deciding whether a supported trial improves customer results, or reconsidering a channel whose attributed revenue looks attractive but whose incremental contribution is unknown.

The result is an answer bounded by a particular intervention, alternative, population, outcome and period, with the relevant costs and uncertainty. The answer may support a decision, delimit a smaller trial, or show which missing evidence prevents the claimed conclusion.

The intended reader can name the business decision and engage the people who supply the observations, causal analysis and financial account. A simple count may be sufficient to describe completed work. Use the causal parts only when the decision or claim depends on what the intervention changes; an ordinary record of what happened does not require an experiment. Specialist statistical identification and estimation remain with the people competent to supply them.