Stage 6 of 6, Measurement
Insight Reporter
Writes the post-campaign report while the numbers are still warm.
Draft. The use cases, the sample output and the walkthrough are dummy text, shown in red.
What goes in
Campaign data.
What comes out
The report: what worked, what didn't, what to do next.
Who signs it off
The account director. Nothing moves to the next stage until they do.
Where it sits
Stage 6 of 6, measurement. It closes the loop: it starts from what the Brand Sentinel lets through, and its report is where the next brief begins.
When teams use it
- An account director, the Monday after a campaign ends.
- A strategist, writing the brief for the next campaign.
- A client-side marketer, asked what the budget bought.
A sample output
Sample report, fictional coffee brand, four-week campaign.
What worked: the 7am placements. 62% of store visits followed a morning impression.
What did not: the weekend video. It was watched, and nobody walked in.
Next: move weekend budget to weekday mornings and test a second neighbourhood.
Watch it run
Transcript goes here.
One of six. Each agent hands its work to the next.
Monday, 11:00. Brief us.
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