Case studies are marketing. Some are honest and useful; many quote a percentage without a baseline, a period or a definition. This guide explains how to read the ones you come across, why this site does not yet publish any, and how to run and document a small pilot that produces evidence you can trust because it is yours.
Read alongside this guide: WhatsApp marketing software and Waki plans and pricing.
Key takeaways
- A figure without baseline, period, sample and definition is not evidence.
- Ask who measured what, over what period, against what, and who paid.
- This site publishes no case studies until a customer consents and the method is described.
- Run a small pilot with a baseline and a defined period, and document it as you go.
What a case study usually leaves out
The baseline: what the number was before. The period: a week, a quarter, a festival. The sample: how many contacts, and how they were chosen. The definition: whether “open” means delivered, read with receipts on, or replied. The incentive: who wrote it and what they sell. A figure without these is a decoration, not a result.
Questions to ask of any case study
Run through these before believing a number.
- What was measured, exactly, and over what period?
- What was the baseline, and was there a comparison group?
- How many contacts were involved and how were they chosen?
- Who paid for the study and who wrote it?
- Would the same approach apply to my customers and my product?
Why Waki publishes none yet
A case study needs a customer’s consent to be named, a described method and figures that can be checked. Until Waki has those for a specific customer, this site carries no case studies and no success statistics. The product pages describe what the software does; the facts about plans and prices come from the live plan data; nothing else is claimed.
Running your own pilot
Choose one use case you already handle by hand. Record the baseline from the previous weeks: how many enquiries, bookings, orders or calls. Define the period and the segment in advance, write the template, run it, and if you can, hold back a comparable group that does not receive the message. Keep every other variable as steady as you can.
Documenting it
Write it down while it is happening, not afterwards.
- Dates, segment size and how the segment was chosen.
- The exact template and category.
- Costs: plan, Meta conversation charges, team hours.
- Results: delivered, read, replied, clicked, converted, opted out.
- What went wrong and what you would change.
Reading the result
Small samples swing; one good week is not a trend. Seasonality, a parallel promotion or simple novelty can explain a jump. Treat the first pilot as a way to learn the mechanics and the second as the first real measurement. If the result holds across a few campaigns, you have a case study, and it is about your business.
Next steps
Conclusion
Borrow methods from case studies, not numbers. Your own pilot, with a baseline and a notebook, is the only case study that describes your customers.