E-COMMERCE REVIEW BRIEF
Candra Aldilla Syamsuar | Portfolio work sample

FRAMEWORK EXAMPLE. Contains no client campaign results, budgets, or data.

PERIOD AND CONTEXT
Review period:
Business objective:
Data source and snapshot date:
Review owner:

1. OBJECTIVES
Desired outcome:
Primary KPI and reason for choosing it:
Conversion / outcome definition:

2. CHANNELS AND CONTENT
Channels being reviewed:
Each channel's role in the customer journey:
Messaging, offers, or content pillars:
Landing page / product page notes:

3. MEASUREMENT
Data sources and completeness:
Costs and results across comparable periods:
Cost per result, if the result count is greater than zero:
Observed changes:
Other factors that may affect the results:

4. HYPOTHESIS AND TEST PLAN
Hypothesis:
Change to test:
Evaluation metric:
Conditions held constant:
Observation period:
Limits of interpretation:

5. DECISION AND FOLLOW-UP
Decision:
Data supporting the decision:
Owner:
Review date:
Criteria for continuing, changing, or stopping the test: