Preparing AMC results for management: five charts and the message behind them
In short: Executive meetings need one message per slide. For AMC results five charts carry: time to purchase as bars, frequency against purchase rate, paths as a Sankey, new-customer share per campaign and audience value. For each chart state the question, the period and what the number does not prove. This is our recommendation.
Five charts
| Chart | Question | Trap |
|---|---|---|
| Bars: time to purchase | How fast do customers buy after the first ad? | One advertiser's example is not an industry value |
| Line: purchase rate per frequency bucket | From when do further contacts bring little? | Small buckets drop out through aggregation thresholds |
| Sankey: paths to conversion | Which campaigns are on the way to purchase? | Sequence is not cause |
| Bars: NTB share per campaign | Which campaigns win new customers? | NTB is a buyer attribute, not proof of effect |
| Scatter: value per audience | Which audiences are worth the effort? | Value depends on the cost and revenue model |