AD Tech

• The goal is reduced to one metric before allocation begins.
• Media roles are split across awareness, consideration and conversion.
• Assumptions and actuals sit on the same screen after the campaign.
• The result becomes the starting assumption for the next plan.

Internal tool

• A hypothesis becomes a segment combination and its size is checked first.
• If the pool is small, a relaxed alternative is prepared alongside.
• Post-campaign results are written back into the dictionary.
• Combinations that repeatedly underperform are dropped.

• Pacing and progress are checked first thing each morning.
• Only flagged items are adjusted, always with a reason.
• Weekly change logs feed the next plan.

• The report layout is fixed before fields are chosen.
• Any number error is traced back to the collection step.
• People write the interpretation; the tool does the arithmetic.