One page. The checks that tell you whether the numbers under your budget can be relied on, before you sign off next year's plan.
Budget season rewards confident numbers. It rarely checks whether they are honest ones. This guide gives you the questions that do, in language you can use with a finance team in the room.
Know how much would have sold with no media at all, so you only claim the sales your spend actually caused, not the ones that were coming anyway.
Three fast checks that reveal whether a marketing mix model can be trusted, or whether it is quietly handing your media credit it did not earn.
Why weighting by customer value changes which channels look worth keeping, and stops the optimiser chasing the cheapest customers to acquire.
Spot the difference between a number you can act on and a verdict you are simply asked to accept. What a trustworthy readout lets you do.
Written for marketers and finance partners who sign off spend and want to defend it with evidence, not vibes. If you are shaping next year's plan, start here.
The guide is free and takes five minutes to read. If it raises a question about your own measurement, that is a conversation worth having.