What factors would you consider when making marketing communication and budget allocation decisions?

➤ When should you reallocate marketing spend during a campaign?
Reallocate when performance data shows sustained underperformance or when external conditions change. Monitor KPIs such as CPA, conversion rate, ROAS, and traffic quality. Use weekly and monthly reviews, seasonality checks, and alerts tied to pre-defined thresholds. Pause or scale channels after running controlled tests and confirming results to avoid knee‑jerk decisions.