Campaign Insights
Building a Cross-Platform Acquisition Strategy
A framework for allocating between demand capture and demand creation when the two are measured on incompatible timescales.
Capture and creation should not compete for the same budget line. We separate them structurally and reconcile them at portfolio level.
The reconciliation mechanism is a shared incrementality baseline reviewed quarterly.
Our position: capability without an operating model produces expensive noise.
Shard & Co · Strategy Practice
This insight forms part of Shard's ongoing research programme. For the underlying methodology or a briefing with the authoring team, contact the practice directly.
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