Campaign Purpose

A 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.

Its campaign purposes— 7

• Brand BuildingBuild or strengthen awareness, memory, and preference for a brand or proposition.
• Demand CaptureConvert existing expressed demand into a measurable next step.
• OnboardingHelp a newly acquired consumer reach an initial value or adoption milestone.
• AcquisitionCreate a new qualified consumer relationship or first conversion.
• RetentionSustain an active consumer relationship and reduce preventable lapse.
• EngagementIncrease the frequency, depth, or value of an existing consumer relationship.
• ReactivationReturn a lapsed or inactive consumer relationship to active engagement.

Why it matters

What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.

• Campaign is the accountable initiativeMarketing organisations accumulate layers — programme, portfolio, initiative, workstream — each added by a team that wanted one more level of roll-up. Every layer is another place spend and outcome can be attributed, and after two or three of them it stops being answerable which level owns a number. One accountable unit that may nest inside itself gives the roll-up without the ambiguity.
  Understand Campaign Hierarchy
• A metric exists because a question needs itGoal-Question-Metric was formulated against a specific failure: measurement chosen because a system already produces it, rather than because a stated question needs it. The order it insists on is goal, then question, then measurement. Without the middle term a dashboard grows without limit, and which of its numbers would change a decision stops being answerable.
  The Goal Question Metric Approach · Outcomes and Data Quality Standards · Declaring the Grain · Aligning Organizations Through Measurement: The GQM+Strategies Approach