Notes from the work
Journal
Pieces written from measurement reviews and workshops in Georgia — on reports, attribution habits, and the files a later briefing will need.
Creative testing is not the same job as media testing
Swapping a film and swapping a placement answer different questions. Mixing them in one “test” is how a Tbilisi brand learns nothing twice.
Questions to ask before an agency reports “reach”
Reach is a counting rule, not a room full of people. These questions keep a Tbilisi leadership meeting from treating a frequency cap as a market result.
How to read a media mix without an analyst on staff
Most in-house teams in Georgia do not have a specialist who lives in the exports. They still have to brief a director. These are the three pages we teach first.
Last-click is a Tbilisi habit, not a finding
When every conversion is handed to the last paid click, outdoor, brand film, and even the sales team disappear from the story. Here is how that shows up in Georgian advertiser files.
Seasonal spend and the weeks a briefing must not ignore
Tourism peaks, New Year, and the school calendar move Georgian outcomes whether or not a campaign ran. A measurement briefing that skips those weeks is decorative.