Winners, watch-outs, and how sure to be

Insights separate what is working from what is worth watching, and tell you how much data sits behind each call.

• Winners are attributes doing better than the rest of your set. They are the strongest candidates to use again in the next brief.

• Watch-outs are the reverse. Not necessarily bad, but underperforming often enough to question rather than repeat.

• Check the confidence before you act. An attribute on three ads and one on ninety are not the same evidence, and the difference is shown rather than left for you to infer.

A thin result is a reason to test the attribute deliberately, not to discard it.