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What Verification is
Every change is an assumption until you have measured it. That is why we record where things stand before every change, and measure afterwards whether it moved.
We do that for each change separately, not as one report after the fact. That way the effect can be attributed to what was done, instead of guessing which of ten actions made the difference.
What we measure
Per change, against the baseline taken beforehand:
- Do you now show up at the point where you did not before.
- In what share of the measurements, expressed as a percentage over the period.
- On which models it works and on which it does not.
- Is the contradiction really gone, or has it only moved to another stage or another model.
For changes aimed at contact, the metric is a conversion figure rather than a visibility percentage: pages viewed, forms completed, conversations started.
When we measure
Not too early. When an effect can be expected depends on where the bottleneck was.
If the picture comes from sources that are fetched live
Then an effect shows within weeks.
If it sits in the model itself
Then it only moves over quarters.
Measure too early and conclude it is not working, and you write off an approach that has yet to land. The measurement tells you, per point, which case you are in.
Three possible outcomes
Resolved
The point moved as far as it needed to, above the agreed threshold. Done, on to the next.
Shifted
The bottleneck is not gone but has moved: to another stage, another model or a new contradiction elsewhere. A follow-up step is needed.
No movement
No measurable effect within the expected window. Then the question is whether to wait or take a different route.
Every outcome goes back into the strategy and determines what happens next.
For every change we measure what it did. That result feeds back into the strategy and decides what happens next.
More about Verification
This is where the cycle closes: the outcome of Verification goes back to Strategy, which picks the next point on that basis.
What you get
A monthly or quarterly report with, for each change, the outcome, the progress and how the measurements have developed since the previous round, and what that means for the next steps.