Turn media reports into a spending decision memo
Make a proposed budget move easy to evaluate and reverse.
State the proposed move in dollars
Specify the campaign, current spend, additional or reduced spend, and timing. Include the contribution threshold and the evidence that supports the change. A general instruction to scale does not establish exposure.
Write the strongest competing explanation
If sales rose when spend rose, check whether price, stock, demand, or measurement also changed. Identify which uncertainty can be tested and which needs a conservative assumption.
Name a review point and a stop rule
Record the owner, next review date, and threshold that would trigger reversal. Distinguish preliminary tracking checks from a mature profit review.
Try a related tool
Divide remaining spend by the days left in a campaign. Adjust the daily figure for changes in expected demand.
