Field Note: Good Case Studies Start With One Metric
Pick the decision metric first — everything else is decoration.
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Case studies that show what worked and what failed.
Case Study: Holiday Planning Against a Mid-July Rollout
Six-week learning windows collide with Q4 lock dates.
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Case Study: OpenAI’s Coupon Funnel for New Advertisers
Spend $50, get $50 — classic platform onboarding math.
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Case Study: Podium’s Video-First Network Relaunch
Rebrand plus marquee signing in one news cycle.
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Case Study: Topic Exclusions as Brand Safety Lite
Negative targeting reduces adjacency anxiety for cautious brands.
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Case Study: Conversion Tools to Unlock ChatGPT Budgets
Without outcomes language, CMOs stay in curiosity mode.
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Case Study: Shopping Intelligence’s Two-Week Budget Swing
Share of tracked DTC spend moved from 22.1% to 28.4% after July 14.
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Case Study: Netflix’s Multi-Partner Podcast Build
Spotify, iHeart, Barstool, then Vox — a portfolio approach.
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Case Study: Advantage+ Defaults vs Brand Control
Teams that ignore toggles effectively outsource creative decisions.
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Case Study: Muse Image Path Into Advantage+
Consumer model first, advertiser integration weeks later.
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