The Convergence/Divergence Bands are a tool inspired by the Bollinger Bands and developed by Buckley as a way to measure a company’s spend to ROI health YoY beyond basic metrics. With these three lines plotted on top of each other, you can quickly see where the lines start to come together, or converge, and where they drift apart, or diverge. Convergence signals consistency; from one year to the next the spend in that season hasn’t needed shifting, Areas of divergence showing inconsistency in spend are opportunities to look deeper into what caused that change, and what affects it had on ROI. From there we will do an analytical model to uncover where to let off the gas or where to accelerate spending.http://bit.ly/2MZyi4k