Use comp-set index as a PDCA loop

Index misses need experiments, not theater. Plan the hypothesis Do not start with "we need more share." Name the cause you believe is driving the miss: public rate too high, restrictions too tight, weak direct visibility, wrong channel mix, group displacement, or competitor compression you did not anticipate. Do a controlled action A controlled action is narrow enough to learn from. Change one need period, one segment, one restriction, or one package. If you move every lever at once, the result may improve but the team will not know why. Check and Act Check more than the index. Look at…

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