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Known unknowns1/11/2024 Known-Unknowns (KU): you ask others - your team, your customers, your tools - for the knowledge you’re aware that they have.A good example here would be dashboards from last month you’ve already reviewed, like 1PD analytics or store revenue metrics. Known-Knowns (KK): you don’t need to ask anyone, because you hold the knowledge.For now, it’s also worth noting that a brand could think of this structure as “who should I ask?” when pursuing knowledge: You might notice some interesting distinctions here, which we’ll get to in a moment. What will happen to us if we lose our supplier?.Will our MER dramatically increase next month?.Unknown-Unknowns: Ignorance – I don’t know what I need We’ve basically maxed out our conversion rate on this landing page.Facebook’s reporting works well for us we don’t need an additional tool.There’s no way to find the source of Direct traffic.Unknown-Knowns: Bias – I don’t know what I have What generation does our customer identify with?.Which of my customers are buyers and which are users?.Where can I get a second opinion on my Facebook-reported ROAS?.Known-Unknowns: Awareness – I know what I need GA reported a 31% increase in visits to this PDP week-over-week.26% of purchases came from TikTok according to our post-purchase survey.We generated $2MM in revenues last month.Known-Knowns: Knowledge – I know what I have
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