Transform Data's Impact: Pick The Right Success KPI!
Occam's Razor
AUGUST 22, 2022
The KPI you chose for your brand campaign was Trust, it had a pre-set target of +5. The post-campaign analysis that compares performance across Test & Control cells shows that Trust did not move at all. Suspiciously, there are indications that in a handful of Test DMAs it might have gone down!). Bad Success KPI.
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