Journal article
Creative fatigue is a data problem (part 2)
Signals that tell you when to refresh before CPA drifts.
Frequency alone is a blunt instrument. We watch marginal CPA, thumb-stop proxies, and placement mix to decide when a concept is spent.
SIMHA ships refresh batches on a rhythm so tests stay clean and narratives stay coherent.
The goal is predictable learning, not random swaps.
— SIMHA Journal · issue note 21
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