How to read a ninety-day campaign ledger without drowning in columns
A practical order of reading when a quarter’s marketing file arrives as several spreadsheets and a pile of invoices.
Journal
Journal
Short pieces from the Pekini Avenue desk on ledgers, charts, and the stubborn facts of a Georgian trading year.
These notes are written for people who keep marketing records and must explain them in a room. They are not lessons in software.
Why a printed chart still settles a marketing meeting
A room that shares one sheet argues from the same scale. A room that shares a link often argues from different zooms.
What to export before a performance review in Tbilisi
A file list that actually helps the desk: spend by week, response counts as you keep them, and the days the doors were shut.
Seasonal lift is not the same as a campaign that moved the till
Georgia’s calendar does a good deal of marketing on its own. A review has to say when the till rose because the week always rises.
Colour on charts that must survive a photocopier
Brand orange looks handsome on a screen and vanishes on a corridor printer in Kutaisi. Draw for the copy that will actually be passed around.