The useful bits
- Write down the business constraint and choose measures that can answer it. A reach or brand-lift question and an immediate acquisition-efficiency question need different evidence.
- This entry links the author’s readable summary. The full Search Engine Land article was not accessible in the reviewed capture, so the summary is not represented as a review of the complete article.
What the source covers
Navah Hopkins’ original public summary argues that marketers should identify whether growth is constrained by capturing existing demand or creating new demand, then match creative and measurement to that job.
Use it in your next review
Write down the business constraint and choose measures that can answer it. A reach or brand-lift question and an immediate acquisition-efficiency question need different evidence.
Read the evidence in context
This entry links the author’s readable summary. The full Search Engine Land article was not accessible in the reviewed capture, so the summary is not represented as a review of the complete article.
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