The campaign room
Eight weeks, £11,600, and five people who want five different answers. The agency has a 6.2. You have a holdout, a much smaller number, and an interval wide enough to drive a van through.
Branching, and constrained: an early decision closes options later on. There is no undo inside a run. That is the point of running one rather than reading about it.
Thursday, 14:00. Final review of the eight-week campaign. Iain, Ros from finance, Tom from sales, Nadia, and Callum from Northgate with a printed report.
Slide three: 448 attributed orders, an attributed cost per acquisition of £25.90, and a return on ad spend of 6.2. Callum says performance strengthened as the algorithm optimised and recommends a 40 per cent increase.
You held two of six regions out of the campaign from week one. Nobody in the room has seen that number yet.
The first thing you say.
