Choosing a comparison period when Songkran moves the week
A campaign that ran through Songkran is not the twin of the same calendar week a year earlier. The charts have to follow the days the business was actually open.
Journal
Notes written before the ink goes down.
These pages are the arguments we keep having with folders: holiday weeks, share charts, reply counts, and why the meeting still receives paper.
What a stacked bar does to a channel that shrank
A channel can lose half its spend and still look like a calm slice of the picture, if the whole season shrank with it.
Reply counts beside spend, without forcing them onto one axis
Baht and reply counts do not share a natural scale. Drawing them on one axis asks the reader to trust a coincidence.
Why the Monday meeting still gets a printed sheet
Projector glare and a laptop at the end of the table are a weak place to argue about last year. A sheet that can take a pencil mark is a better one.