Chapter XV. Measured
XV.a
What Gets Counted
XV.b
What Gets Changed
XV.c
What Gets Kept
One number, agreed in the brief, beforeanything is shot. Views are not it. Reach is notit. What the work was for is it.
Hook, edit, format and placement are testedagainst each other, so what comes back is whichversion moved it. Not whether the week went well.
The next brief is written from that answer.Evidence instead of taste, which is the only waya second campaign starts ahead of the first.
What is not measured is only a guess.