Run a monthly marketing operating review
Connect experiments and spending to next month's priorities.
The scenario
A business grows traffic but loses contribution after a promotion and fulfillment cost increase.
Review contribution alongside acquisition and conversion, then separate what came from traffic mix, discount depth, and higher variable costs.
Apply it to your own work
Bring a short scorecard, completed experiments, and one forecast with assumptions. Assign owners and dates for the few decisions that matter.
What to watch for
A review is less useful if it only celebrates growth. Include costs and capacity so the team can see whether growth is sustainable.
Leave the meeting with testable decisions
Show spend, net contribution, and qualified volume on the same scope. If traffic rises and contribution falls, separate margin shifts from acquisition changes before selecting the next experiment.
Write one or two decisions with an owner, deadline, and evidence that would trigger a reversal. Carry unfinished tests forward with their remaining budget and maturity dates. Review the prior month’s decisions before adding new work.
Try a related tool
Divide remaining spend by the days left in a campaign. Adjust the daily figure for changes in expected demand.
