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A bounded initiative whose purpose is to keep an at-risk relationship active: one flight, one accountable set of KPIs, tactics beneath it.

Work from here— 1

The jobs this model declares that begin on a campaign. Where one can be done from here, its page is already written.

• Brief a campaignI am briefing a campaign and it has to be measurable and lawful before it runs, not after. 7 of 7 answered

Questions answered from here— 7

• What does a campaign do, and does it reach a person?
• On what permission, for what purpose and on what lawful ground may a campaign reach a person?
• Who may a campaign address?
• What does a campaign offer, and where is the offer good?
• When does a campaign run?
• What level does a campaign commit to, on which reading, and which way must it move?
• Where does a campaign run, and whose stated choice does it honour?

Compose from here— 14

Retention campaign can stand in 14 roles across the patterns this model declares. Pick one and the answer is drawn here, from the published graph.

• What a campaign does board → holds Tactics, Actions, Events, Entities · the question
• On what lawful ground a campaign reaches a person board → holds Permission Bases, Processing Purposes, Lawful Bases · the question
• Who a campaign may address board → holds Audience Segments · the question
• What a campaign offers, and where board → holds Offers, Geographies · the question
• When a campaign runs board → holds Time Windows · the question
• Which purposes act on an answer board → holds Intelligence, Campaign Purpose, Goals · the question
• What a consent change bears on board → holds Events, Permission Bases · the question
• What level a campaign commits to board → holds Targets, KPIs, Measure Direction · the question
• Retention campaign board → holds Tactics, Actions, Offers, Creative Assets, Audience Segments, Permission Bases, Time Windows, Targets · the shape
• The accountability loop board → holds KPIs, Metrics, Metric Formulas, Signals, Events, Journey Transitions, Journey States, Consumer States · the shape
• The activation loop board → holds Tactics, Actions, Events, Signals, Metrics, KPIs, Goals · the shape
• Where a campaign runs, and whose choice it honours board → holds Geographies, Preferences · the question
• Campaign roll-up board → holds Campaign · the shape
• Campaign roll-up board → holds Campaign · the shape

Related— 15

• measured by →Fulfilment RateKPIs
• measured by →Reactivation RateKPIs
• has purpose →RetentionCampaign Purpose
• targets state →At RiskConsumer States
• contains tactic →Win-back emailTactics
• supports goal →EngagementGoals
• supports goal →Retention & ReactivationGoals
• valid during →Campaign flightTime Windows
• scoped to geography →MarketGeographies
• targets audience →Lapsed customersAudience Segments
• respects preference →Email frequencyPreferences
• requires permission basis →Email marketing consentPermission Bases
• sets offer →Percentage discountOffers
• pursues target →Reactivation rate targetTargets
• grounds on →CampaignEntities