Reallocating channel spend
Last quarter's allocation is the default, and nobody has revisited the assumptions it was built on.
What this decision usually turns on
- Measured return per channel
- Attribution confidence
- Saturation
- Time to signal
- Strategic bets versus proven channels
These are a starting point. The first thing Phronexia does is help you decide which of them actually matter here, and what weight each one carries.
Who should be in it
- Growth lead
- Marketing lead
- Finance
Related decisions
Choosing between campaign concepts
Compare campaign concepts on agreed criteria so the choice is not settled by whoever presents last.