Choose the metric your decision can change - Bayesian Marketing Models | Zoonk

Choose the metric your decision can change - Bayesian Marketing Models | Zoonk

Choose the metric your decision can change

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A close-up of a marketer’s notepad where the business question “Improve marketing performance?” is crossed out and replaced with five concrete decision buttons: “move budget,” “change bid,” “pause campaign,” “pick creative,” and “change offer.”

Start with the choice

A marketing metric is useful only if it can change a real decision. Start by turning the business question into a choice like “move budget,” “change bid,” “pause a campaign,” “pick a creative,” or “change an offer.”