Analytics
Turn campaign results into a decision-ready meeting brief
Results decks report what happened; a meeting brief asks for a decision. A six-section, two-page format that gets leadership to a clear choice.
Adriaan Brits
Results decks report what happened; a meeting brief asks for a decision. A six-section, two-page format that gets leadership to a clear choice.
eBay’s paid search experiments found attribution overstated returns dramatically. How to give the board an honest account of what is measured, estimated and unknown.
Most agency scorecards measure service. A better one also scores business outcomes, decision quality and transparency, on a single page reviewed twice a year.
Procter & Gamble cut its agency roster from 6,000 to 2,500 and said it saved $750 million. The questions behind that overhaul apply to any agency renewal.
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