3.8Report and learn

Here is the default order of the report you should follow

1. The primary behaviour's metric, against its baseline.
   The headline you wrote before launch. Did it work?
2. The cost efficiency metric, against its baseline.
   Compared with other creator activity.
3. Resonance, for every creator.
   With the sentiment on relevant comments.
4. The creator rankings.
   Rank every creator using the primary behaviour’s metrics. If the campaign had a performance side (boosting, whitelisting), also rank the channels the paid media ran on.
5. What we learned.
   The answer to the question in 3.2, added to the learning log.
6. Recommendations for what to do next.
   Which creators to bring back, pay a premium or let go, what to change, and what to test next.

Close the loop with creators

Brands tend to go quiet when a campaign ends, and creators notice. Share each creator’s own results with them: their resonance, how they ranked, and what their content helped the campaign achieve. Tell them what the team liked, and whether you’d like to work together again. A handwritten note goes a long way. Then ask them to grade us back: what was unclear, what arrived too late, what we should do differently.

Online is 15% or less of retail in many markets (5% to 8% in some categories). Codes and links only see that slice. Report attributable sales as a floor, not the full effect, and put search lift and in-store data next to it.

Checklist

• Headline against baseline
• Ranking and recommendations
• Learning logged
• Results shared with every creator