references/decision-rules/channel-choice.md

# Channel Choice

Score channel options on the variables that matter to the business:

1. audience reachability
2. buying intent/state
3. channel role in the decision process
4. creative fit
5. marginal economics
6. sales or operational fit
7. measurement quality
8. speed of learning
9. saturation risk
10. reversibility

Do not choose a channel because it is fashionable, because a competitor uses it, or because the user requested it before diagnosis.