Case Study: Conversion Tools to Unlock ChatGPT Budgets
As a journalist who still marks up media plans by hand, I keep returning to one point — Without outcomes language, CMOs stay in curiosity mode.
I am less interested in keynote poetry than in the levers a brand can actually toggle before Friday’s budget meeting.
- Write the hypothesis first
- Capture baselines before launch
- Separate correlation from causality
| Signal | Detail |
|---|---|
| Metric | Before → After / Signal |
| Shopping share | 22.1% → 28.4% |
| DSP Prime Day | 17.9% → 25.5% |
| Title recognition | ~33% knew Ted Lasso source |
None of this means the tools are useless. It means the craft job moved upstream. The people who win this cycle will brief better, version obsessively, and treat platform defaults as suggestions rather than destiny.
Source: eMarketer. Numbers and product claims above come from that reporting; interpretation is mine.