Check that a brand score means the same thing across groups
A reliable score in each audience does not automatically support a ranking between audiences.
Read the lesson →THE CREATIVE FIELDBOOK / SNS MEDIA TECH
Practical lessons
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Inspect the matched groups before accepting the campaign effect
A matched label does not establish comparable groups or remove an unmeasured reason people received the campaign.
Read the lesson →See what the model assumes before it sees the outcome
Translate a Bayesian prior into plausible campaign observations rather than accepting a vague label such as uninformative.
Read the lesson →Reconcile the intended inks with the delivered separations
A convincing composite preview can conceal an unintended ink plate.
Read the lesson →Accept overprint and knockout at consequential overlaps
An overlap needs an explicit ink relationship, not merely a pleasing standard preview.
Read the lesson →Accept transparency conversion for the receiving print workflow
Choose a delivery path with the provider, then inspect what conversion changes.
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