How to Document Experiments and Campaigns?

Situation:
You're the Growth Marketing Manager at Nutrinow, a direct-to-consumer meal replacement shake company.

Nutrinow has been relying heavily on social media advertising but wants to diversify its marketing channels and optimize its conversion funnel. The company is planning several new initiatives but has historically struggled with proper documentation of its marketing efforts.

Complication:
Past marketing experiments at Nutrinow have been poorly documented, leading to repeated mistakes, inconsistent learnings, and difficulty in scaling successful strategies.

The leadership team is concerned about the efficiency of marketing spend and the ability to make data-driven decisions for future campaigns.

Objective:

Develop a comprehensive documentation strategy for Nutrinow's upcoming marketing experiments and campaigns. Your approach should ensure clear objectives, thorough recording of methodologies and results, and actionable insights for future initiatives.

Specific Questions:

Question I: What key elements would you include in a template for documenting Nutrinow's social media campaigns? Explain the importance of each element.

Question II: How would you structure the documentation for a new channel test, specifically for Nutrinow's first influencer marketing campaign? Outline the main sections you'd include.

Question III: What specific metrics and guardrails would you establish to document the scaling of Nutrinow's most successful advertising channel? Explain your rationale for each.

Question IV: How would you format the hypothesis and success criteria for an A/B test aimed at optimizing Nutrinow's product page conversion rate? Provide a specific example.

Question V: What process would you implement to ensure learnings from past campaigns are effectively incorporated into the planning of new ones at Nutrinow? Outline the key steps.