The role of feedback loops in measuring change
Launch library · evergreen read
A feedback loop feeds measurement results back into ongoing decisions, so that what a campaign learns from tracking its progress actually shapes what the campaign does next, rather than being collected and then quietly set aside until a final report is eventually due many months later, once the moment for real action has already passed.
Building genuine feedback loops requires measurement to happen on a timescale that matches decision making, since data that arrives too late to influence an upcoming decision has limited practical value, however accurate that data eventually turns out to be once it finally, belatedly arrives, well after the decision it was meant to inform has already been made.
Campaigns with strong feedback loops tend to adapt more effectively over time, since they are continuously testing and adjusting based on real evidence rather than proceeding blindly on an original plan that measurement has since shown may no longer be working as originally, hopefully intended.