Tie performance data to business results: Monitor leading KPIs (key performance indicators), including reach (how many people saw the advertising), frequency (how often they saw it), VTR or video completion rate (the percentage who watched the video), CTR or click-through rate (the percentage who clicked), CPC or cost per click (the average cost of each click), landing-page views (visits to the destination page), conversion (the percentage who completed a desired action), brand lift (changes in awareness or perception), and retailer outcomes (such as product-page visits, add-to-cart activity, and sales); diagnose drivers of performance and recommend reallocations, campaign changes, and next tests with transparent evidence and clear decision points. Integrated Paid Media Strategy, Digital Video Planning, Paid Social Planning, Annual Media Planning, Channel Roles and Mix, Media Investment, Campaign Activation, Programmatic Media, Video Inventory and Formats, Reach and Frequency Management, Audience Strategy, Performance Optimization, Full-Funnel Planning, Commerce and Retailer Media, Test-and-Learn Design, Brand Lift, Attribution and Measurement, Media Partner Management, Agency Leadership, Budget Stewardship, Media Operations, Cross-Functional Leadership, Data Analytics, Executive Communication, Talent Development.