Experimentation cycles are stages of maturation that help Growth Marketers create clear expectations when it comes to outcomes (both in terms of planning and what to do once the results are in). They describe where in the iterative process an experiment is.
Execution of an experiment and the cycle timing will vary depending on the stage. Whether you're testing something for the first time, or standardizing a successful experiment to replicate and amplify results, it's important to know where you are in the cycle because this impacts your experiments.
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