Marketing & search · Website help · Search result diagnostics

A report comparison includes unequal periods

One comparison window includes more operating days than the other. The apparent growth may reflect the reporting setup.

What to change

The comparison should match the decision being made. Ask the analyst to state the duration, weekday composition and completeness of both windows, then explain any material business differences. A smaller but comparable subset can be more informative than a larger mismatched total. Retain the chosen filters with the report so the next review can reproduce the same comparison rather than unconsciously changing the basis of the conclusion.

A worked example

Illustrative example

Illustrative test: Compare two equal-length periods with similar weekday composition.

How to check the result

The report explains its window selection and any remaining comparability limits.

A mistake to avoid

A visually equal chart width does not prove equal underlying periods.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

Entries stay in this page and are not submitted to Kay & Co. Download your notes before leaving; the page does not save them.

Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.
Healthcare marketing measurement illustrated by a dashboard, comparison bars and inspection lens.
Check the evidence and definitions behind the report.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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