By János and 1 other2 authors12 articles
What is the baseline?
When does it make sense to exclude a source from media planning?
Can I compare a media plan which is looking into the future with a historic scenario?
What is CPA? Why is the marginal CPA always higher than the CPA of a source?
How does your product contribute to my marketing performance?
Where do you get the spend data from?
Can we include offline channels such as TV in SPHERE?
If the baseline is adwords brand, organic search, and direct, why do we still have those sources separately in the reporting?
Is it possible to create a custom channel mapping in SPHERE?
Even though a source has the highest CPA - why is it not recommended to decrease the spend on this source?
Why do conversions rise even though spend is lowered on a certain source?
Why do we expect conversions to go up for a specific source even though the budget remains the same?