Objectives is an account wide feature that aims to create a structured connection between business goals and experimentation activities.

In this article we'll take a closer look at why it's so important to use objectives and what value you can get from this.

Experimentation teams often get stuck trying to prove the value of the experiments they run. Often, it's because these experiments don't move the needle in the wider business and are disconnected from the bigger organizational goals.

Objectives will allow you to go from guessing what or where and where to test to a more methodical, goal oriented approach. Once your business and team objectives are added, you can keep real time track of the progress and ensure you're moving in the right directions

When experimentation teams don't test with the bigger goal in mind, most of the efforts can sometimes go lost. Not knowing what to research, which ideas to prioritise and what or where to test next.

All these frustrations can be reduced by using Objectives and cataloguing the core objectives of the C-level and individual departments.

Using supporting activities, you can directly link all your research, ideas and experiments directly to company objectives. This will not only ensure that you have ideas and tests planned to achieve the goal, but it will also ensure that you spend your efforts in the right place. Instead of creating random research, idea or experiments, you can now be more intentional than ever.

Once an experiment finished, the testing process is done. At least in the general context of testing.

Instead of running tests, marking them as complete and feeding your test history book, Objectives is aimed at taking experimentation full circle. The aim of Objectives is helping you to establish a continual value loop:

One other critical thing that Objectives will help with is to reduce orphaned activities. In short, orphaned activities refers to any research item, idea or experiment that is not linked to any company objective.

Once your company has started adopting the Objectives approach, all your efforts should start aligning directly to these objectives and naturally, you'll be expected to see a decline in the ratio of research, ideas and experiments that are not linked to any objective.

The end goal of Objectives is to ensure that everyone's working towards the same goal and that all efforts are aligned with the wider company objectives. As these activities are more aligned, not only will you start seeing progress towards your company goals but your overall experimentation program's integrity will also increase dramatically.

It's hard to get a clear understanding of how everything fits together and where all your experimentation efforts are going. That's why we're working on the upcoming feature called Knowledge Graph.

With Knowledge Graph, we'll make it easy for you to visualise the complete cycle of your experiments and it will incorporate the following:

Objective > Target > Supporting Activities > Learnings/Outcomes > Repeat

Once you can visualise how everything ties together, it will be easier to see where to optimise your efforts, where you need to give more attention and generally spek