Six months later, after doubling down on TV spend, sales had dropped 20%. What went wrong?
They confused: - contribution: what happened - uplift: what happens when you add the next dollar
Their TV spending was already deep into diminishing returns. Each additional dollar was generating only \$0.60 in sales.
Meanwhile, their nascent TikTok campaigns, contributing just 3% of sales, were generating \$4.50 for every dollar spent.
À propos de l'auteur
Cyril Noirot
Lead Data Scientist
Data scientist freelance. Je conçois et déploie des systèmes de décision — prévision, pricing, marketing measurement, optimisation.