Threads

Five questions, followed case by case

The same five paths the product offers, told through cases: the analysis that answered, and the file that could not. Each thread reads in order.

Discovery Path (2): Something moved. What moved it? You have a number that went up or down and five theories about why. Four analyses, in the only order that does not let one driver take credit for another.
Media Effectiveness Path (2): The media ran. Did it work, and where does the next euro go? From how long a burst keeps working to where the money should sit next quarter. This is the path that ends in a reallocation, not in a report.
Pricing & Promo Path (2): Are we leaving margin on the shelf? How demand answers a price move, what the discounts really bought, and whether the competitor is the reason. Ends on a number you can take into a pricing meeting.
Planning Path (2): What does next year look like if we do nothing? The business-as-usual number, built well enough to defend in a budget meeting, and then bent by the decisions you are actually considering.
Competitive Path (2): They moved. Do we? The one path that starts outside your own data. What their activity structurally costs you, and whether answering it would cost more than it recovers.