Lesson 5 of 5
The monthly review: keep, stop, shift
Thirty minutes a month: keep, stop or shift
The idea
A football coach watches the replay after each match, then changes one thing for the next game. Not ten things, and not every five minutes. Your monthly review works the same way.
Step 1
Look
Your number against last month and the pace you need
Step 2
Ask
Which channel moved it, and which didn't
Step 3
Decide
Keep, stop or shift, for each one
Step 4
Write
The decision, and next month's one change
- 1
Keep
It moves the number, so protect its time
- 2
Stop
Three months and nothing moved, so free its hours
- 3
Shift
Move the freed time or credits to what works
A review that changes nothing
- Twelve charts
- An excuse for every dip
- No decision at the end
A review that steers
- One number and its pace
- Each channel given a fair chance
- One decision, written down
Today, with AI
Your numbers can be gathered and summed up for you every month. The decision is still yours.
With an AI team, stopping a channel is a switch, not a hard conversation. There's no excuse to keep what doesn't work.
What AI does well
Gathering the month's numbers, summing up what changed, and reminding you when it's time.
Where it goes wrong
It tends to suggest doing more. Most good reviews end by stopping something.
What stays yours
The decision: keep, stop or shift.
Check yourself
Do it in the studio
Try it here first
This month's decision
One line you could read in ten seconds next month.
Yours
Number: three ahead of the pace. Keep: articles that answer price questions. Stop: the second network, nothing moved in three months. Next month: a film on the homepage's first screen.
Checklist
0 of 5
Your monthly review
- 01
On Results → Goal, read your number against the pace.
free - 02
About once a month, a card in To approve asks how the month ended. Answer it.
free - 03
Turn off a seat you're stopping on AI team: a seat that's off spends nothing.
free - 04
Write the decision in In your own words → What is coming.
free
Done when This month's review took thirty minutes and ended with one written decision.
Go deeper
University courses on the same topic, if you want to go further.
Kellogg
Marketing Management (MKTG-430-0)Marketing decisions, and planning and checking the work
University of Illinois, on Coursera
Digital Marketing CapstonePlan, collect, study and report, for a real client. Free to audit