Interpretation Layer Review (QA)

Interpretation Layer Review (QA)

1. 01

   Confirm every claim in the deliverable traces to a named source and a capture date

   If a competitor spend figure or traffic estimate cannot be tied to a specific pull, cut it. Undated numbers in a client deck become a liability the moment the client asks how you know.

2. 02

   Separate what the data shows from what your team concludes about it

   Two columns: observation and implication. Agencies that blur these produce decks the client cannot defend internally, which shortens the retainer.

3. 03

   Test each conclusion against at least one alternative explanation

   A competitor's traffic dip may be a tracking gap, not a strategy retreat. Write the competing explanation down even when you reject it.

4. 04

   Flag any insight that a client could reproduce with a free trial of the same platform

   If the client can log into Similarweb or Adbeat themselves and reach the same sentence, the insight is access, not interpretation. Reprice or deepen it.

5. 05

   Check that at least one finding contradicts the client's current plan

   Intelligence that only confirms the existing strategy is comfort, not analysis. A review with zero friction usually means the team filtered the data before the client saw it.

6. 06

   Verify the deck names the decision each insight is meant to inform

   Tie every section to a budget shift, channel test, or messaging change. Insights without a decision attached get skimmed and forgotten.

7. 07

   Record which sources were thin so the next cycle can close the gap

   Note where sample size, geography, or category coverage limited the read. Carry that list into the next intake so the same blind spot does not repeat for three quarters.