FURNITURE MARKETING BASELINE WORKSHEET
Guide: https://furncmo.com/reports/furniture-marketing-2026
Revised: October 21, 2026

1. DECISION
Question / business unit / owner:
Audience: consumer / designer / dealer / commercial:
Products / geography / channel / time zone:
Observation dates / comparison dates / reason for comparison:

2. SOURCE RECORD (repeat for each metric)
Name / source URL or internal report / exact table:
Observation period / release date / version saved:
Population / sample / recruitment or coverage:
Units / currency / seasonal adjustment / inflation basis:
Definition / numerator / denominator:
Exclusions / duplicates / bot or staff traffic:
Refunds / cancellations / missing data:
Observed data / forecast / vendor claim / illustration:
Limitations / uncertainty / applicability to our decision:

3. OPERATING BASELINE
Advertising: included spend / qualified-inquiry rule / attribution window:
Production: required masters / approved masters / costs / rework / completion:
Social: platform / paid or organic / included engagements / rate denominator:
Ecommerce: eligible sessions / purchase sessions / rate definition:
Revenue: order source / item revenue / tax / shipping / refunds / reconciliation:
AI pilot: source references / attempts / rejected outputs / approved versions:
Unavailable inputs remain unavailable, not zero.
If a ratio's denominator is zero or missing, label the ratio unavailable.

4. COMPARISON
Are definitions, currency, period length and eligibility consistent?
Did product mix, channel mix, prices, availability or tracking change?
Retain counts; use denominator weights rather than a simple mean of rates.
What comparison/control design supports a causal claim, if any?
Costs and accepted output vs. candidate generation volume:
Capacity released vs. cash saved:
Result / uncertainty / unresolved coverage:

5. ACTION
Repeat / expand / revise / stop / inconclusive:
Evidence needed before next decision:
Owner / review date / revision trigger:
Public claims this evidence supports:
Claims it does not support:

ILLUSTRATION ONLY
A: (20 + 100) purchase sessions / (1000 + 1000) sessions = 6%.
B: (30 + 50) purchase sessions / (1500 + 500) sessions = 4%.
The channel rates remain 2% and 10%; the aggregate falls 2 percentage points
because the mix changes. This is not a real performance benchmark.