Why every number we publish carries its evidence
A chart without a source is an opinion with better typography. Here is how our reports are built instead.
By Roote Technologies
Evidence is collected where the campaign actually runs.
The most common question at the end of a campaign report is also the most reasonable one: how do you know?
For a long time the honest answer in this market was some version of "we counted what we could find, afterwards". That answer is not good enough for anyone who has to defend the figure to a board.
Evidence first, number second
Our products collect the evidence while the campaign is running, the clipping, the broadcast, the photograph from the activation, the answer from the person who was actually there. The number is then derived from that pile, and keeps a link to it.
It means a report can be interrogated rather than believed. Click the figure, see what produced it.
It also means reporting bad news
A method built this way cannot flatter a campaign that did not land, the evidence is either there or it is not. We think that is the point.
