Overview
The best readouts usually follow a simple order:- What changed in the business outcome?
- What created that change?
- How confident are we in the explanation?
- What should we do next?
A good readout flow
Start with: Then move into:Questions worth asking in the room
- Are we looking at demand creation or demand capture?
- Are we reacting too early for this channel?
- Are we optimizing for scale, efficiency, or timing?
- Is the model quality strong enough for a hard budget move?
A practical communication rule
Do not let the conversation collapse into:- platform attribution alone
- short-term efficiency alone
- one channel defending itself in isolation