Case Study: Shopping Intelligence’s Two-Week Budget Swing

As a journalist who still marks up media plans by hand, I keep returning to one point — Share of tracked DTC spend moved from 22.1% to 28.4% after July 14.

I am less interested in keynote poetry than in the levers a brand can actually toggle before Friday’s budget meeting.

1. Write the hypothesis first
2. Capture baselines before launch
3. Separate correlation from causality

I still talk to strategists who celebrate a launch week and then skip the autopsy. That is how budgets vanish. Schedule the review before the campaign starts, while everyone still agrees what success meant.

Source: Ecommerce Times. Numbers and product claims above come from that reporting; interpretation is mine.