Evidence standard

No savings or revenue outcome is claimed here. This model shows the baseline, controls and acceptance evidence that should exist before a result is reported.

How a claim becomes evidence

UnknownThe current result is asserted, not evidenced.
MeasuredA baseline exists and terms are defined.
ControlledThe change is bounded with exceptions and review.
AcceptedThe result survives a commercial review of the evidence.

A result is reported only after it reaches Accepted. Everything before that is work in progress.

What is measured

This is not a client result. It shows how Advery would separate usable opportunity from a raw database count.

The model creates eligible, review, service-only and do-not-contact groups. It then estimates a range from reachable records, response, conversion and contribution, with a small controlled pilot used to replace assumptions.

What control changes

  • Data eligibility and suppression rules.
  • Segments based on customer need and timing.
  • A pilot group, comparison approach and stop conditions.
  • Reply ownership and fulfilment capacity.
  • Commercial and trust measures beyond clicks.

What proves acceptance

The model is ready when every contact in the pilot has a documented eligibility basis, a relevant reason for the message and a clear response path.

Replace with permissioned evidenceOnce Advery has confirmed source data, scope, dates and client approval, this model can be replaced by a named or appropriately anonymised result page.