Advertising Waste Audit

Where the next dollar goes

Purpose: Decide where the next advertising dollar goes by testing which channel actually creates customers.
Inputs: The cannibalistic-waste bucket from Find the advertising waste
A year of campaign spend and conversion history, if requesting a platform lift tool
Method: Pick a unit you can switch off cleanly: a geography, a time block, or a single campaign
Match the control to the test on volume, seasonality, and mix
Choose the outcome from your own records: qualified leads, booked work, paid orders, or margin
Size it: work out how many outcomes you need before the test can tell you anything
Write the prediction before you start, then run it past the full sales cycle without touching it
Output: One test, its prediction, and the answer to whether that channel earns the next dollar.
Data: Advertising platforms CRM Spreadsheets and interviews

The reasoning behind this one capability, with a worked example.