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Overview

Defending upper-funnel spend

Use: This is useful when leadership sees search capturing demand and asks whether TV, CTV, video, or social should be cut.

Reallocating budget inside a channel

Use: This is useful when the question is not which channel is working, but which campaigns deserve more spend.

Planning around timing

Use: This is useful when deciding when to launch, when to push harder, or how soon a channel should be expected to respond.

Pressure-testing model trust

Use: This is useful before taking major planning or optimization actions.