Field notes
Share of spend without the noise
A channel mix board fails when every dimension fights for ink: device, placement, creative format, audience cluster, and hour of day piled onto one page. Stakeholders freeze. Traders ignore it.
For most Thai retail and service advertisers we meet, the first useful cut is paid channel family: search, social, display/programmatic, video, and—if relevant—a single offline bucket. Share of spend for the planning window sits beside absolute baht. A second small panel can show week-over-week change for those same families.
Deeper cuts belong in an appendix or a follow-up workshop, not on the first slide of a reallocation meeting. If concentration risk matters (for example, social above 60% of paid), call it in one sentence under the board rather than adding five more pie charts.
Noise is not detail. Detail is what remains after you remove anything that does not change a buying decision this week.