Things to look at regarding broadcast touchpoints

These are some best practices for working with broadcast touchpoints. 

• Look at moving trends (like 6wks and 3wks) as opposed to calendar months. This can help you spot early signs of success or opportunity.
• Make sure you are always looking at complete weeks. It's easy to pick a date range that doesn't have the same number of "Saturdays", for example. Be sure date ranges have an equal number of days of the week.
• Since 'today' is always updating, make sure your date range does not include the current day.
• Look at the big picture of broadcast as part of an overall marketing mix rather than getting "in the weeds" about how one creative does on one particular station.  The more data you have, the more significant the results.
• Look at both 'Interactions' and 'Conversions' (Full Attribution product)
• Don't base optimization decisions on small amounts of data.
  • At least 50 radio/tv spots in a segment (station, market, day part, etc) should allow for a fair indication that something may be significant.
• Look for how a dimension is doing compared to the average for suggestions about moving budget or eliminating waste.