Activation

One family of kinds. It follows Eligibility & permission and precedes Measurement & evidence.

Its kinds— 5

• Campaign PurposeA campaign purpose is the primary intended change a campaign exists to create. It classifies a campaign; it is not a hierarchy level or an execution record. 7 campaign purposes
• CampaignA campaign is a time-bounded, accountable marketing initiative: one purpose, one scope, and one set of outcomes it answers for. A Campaign may name a parent Campaign for roll-up, which is why no second hierarchy is needed. 1 campaign
• TacticsA tactic is an executable approach within a Campaign — the level at which channel, creative and delivery are actually chosen, and at which performance is read. 1 tactic
• ActionsAn action is an executable delivery or interaction step within a Tactic. An Action triggers recorded Events; it does not by itself prove a consumer outcome or causal effect. 1 action
• OffersAn offer is a value exchange presented to a consumer, with terms, eligibility and a validity window. It is not a campaign, a tactic, a creative asset, or the message that carries it. 1 offer