DiagnoseBrand
Prepare the budget case before you move anything
Moving budget is easy; defending the move is the part that takes an afternoon. This asks for the case — where the returns are, where they are not, and by how much — so the decision arrives with its evidence attached. Nothing moves until you approve it in third i.
What does this prompt return?
- Return by campaign and channel over a period you name
- The underperformers, with enough detail to argue the case
- A proposed shift and the evidence for it, to approve or ignore
Where to go next
What happened last time we shifted budget this way?
Which creatives would carry the extra spend?
Save this as a report so I can share the reasoning.
The job behind it: Ask your data
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