You are leading a campaign that has been underperforming in the last quarter. With a fixed budget and access to paid search, social media, and email marketing, how would you decide which channel to prioritize for the next month to maximize ROI given limited data and tight deadlines?

Use RICE scoring (Reach, Impact, Confidence, Effort) to evaluate each channel. 1) Gather quick data on reach and conversion rates. 2) Estimate impact on revenue. 3) Rate confidence based on historical consistency. 4) Quantify effort in terms of creative and setup time. 5) Compute scores and prioritize the channel with the highest RICE value. 6) Communicate decision to stakeholders and plan a rapid A/B test.

I would first apply the RICE framework to objectively evaluate each channel. Reach: estimate the audience size and frequency from historical data. Impact: project incremental revenue using past conversion rates and average order value. Confidence: assess data reliability and past channel stability. Effort: calculate time for creative development, campaign setup, and monitoring. I would assign scores, calculate the RICE value, and select the channel with the highest score. I would then present the rationale to stakeholders, secure buy‑in, and launch a rapid 2‑week A/B test to validate the hypothesis. If the test confirms the projected lift, I would scale the budget accordingly; if not, I would iterate on the next highest RICE channel. This structured, data‑driven approach ensures efficient budget use and clear accountability.