Set Evidence Thresholds Before Budget Moves
Apply evidence thresholds that match the reversibility and size of marketing budget decisions.
Governance moment The same screenshot is used for a tiny test and a major channel cut. Overproof slows learning; underproof risks strategy. Proportional proof Use Type 1/Type 2 thinking: stronger evidence for bigger, less reversible moves. Evidence should scale with budget risk. Node 1 A manager wants to move $5,000 into a new creative for one week. What evidence is enough? Node 2 The team wants to cut $180,000 from webinars next quarter. What threshold applies? Node 3 A vendor asks for a 12-month attribution contract based on a pilot dashboard. What do you do? Now you try A $12,000…
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