Chapter 5

What good is being right if nobody agrees?

Đúng mà không ai nghe thì có ích gì?

The chapter's question

How much budget do I plan to move, and on what evidence?

Big idea

A correct decision nobody agrees with never becomes action, so how you present it is part of the work.

In this chapter

  1. Part 5.1

    Gradual or Decisive

    What percentage should I shift at each step?

  2. Part 5.2

    Presenting to the Decider

    What does my manager need to see to agree?

  3. Part 5.3

    When the Data Is Thin

    When I am not certain, how do I say so honestly?

  4. Part 5.4

    When to Review

    After shifting, how long before I reassess?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Which Channel Actually Pays is free to read right here.

Read in Conan School

Chapters of Which Channel Actually Pays

  1. 1.If every platform takes credit, who really sold?
  2. 2.Can a simple question beat the tracking data?
  3. 3.If I switch a channel off, will sales drop?
  4. 4.Is the cheapest channel really the best deal?
  5. 5.What good is being right if nobody agrees?