Commitment · Cross-cutting

A deliverable is a method the industry already writes

adopted a build gate proves it

Every deliverable is a method the industry already writes, and it cites the commitments and the sources that write it: what a measurement plan, a campaign brief, a permission plan, an instrumentation plan, a lifecycle map and an evidence plan each contain is taken from the standard, the guide or the literature that defines it, never from taste. A deliverable no commitment licenses hands over a design choice nobody can audit, and the build refuses it.

What goes wrong without it

A plan is the thing a marketer is judged on, and a plan whose sections were chosen by whoever built the tool is an opinion with a table of contents. The industry has written these methods down: the measurement model that runs from objectives to KPIs to targets to segments, the client brief the agencies’ bodies agreed, the outcome standards that say what an instrument must disclose, the statechart a lifecycle is a machine of, the experiments that establish cause, the regulation that says on what ground a person may be reached. Citing them on the deliverable, and deriving its why from them the way a kind’s is derived, is what lets a reader see the method behind the page and what lets the composition of each plan be corrected against its source rather than argued.

What proves it — 2

Each is a gate the build runs: a check inside a ring, a whole ring, or an eval beside them. A build stops at the first that refuses.

foundation integritycitation coverage
Every kind, relationship and deliverable is licensed by a cited rule, every source is cited by at least one rule, and every foundation names, among the cited works, the standard that represents it.
Every view binds declared patterns from one kindViews compose
Every view names declared patterns, all asked from one kind, drawn in a way the law's pattern vocabulary declares, belonging to a declared deliverable, a table as one of its tabs and a job as work that produces it; and some row of that kind answers at least one of them. What a view touches is derived from its patterns, never listed beside them.

Derived from — 14

Avinash Kaushik, Occam's RazorDigital Marketing and Measurement Model
Basili, Caldiera and Rombach, University of MarylandThe Goal Question Metric Approach
Basili, Trendowicz, Kowalczyk, Heidrich, Seaman, Münch and Rombach, Springer, 2014Aligning Organizations Through Measurement: The GQM+Strategies Approach
IPA, ISBA, MCCA and PRCA, 2003The Client Brief: A best practice guide to briefing communications agencies
Media Rating CouncilOutcomes and Data Quality Standards
Adobe Experience PlatformXDM Individual Profile Class
David Harel, Science of Computer Programming 8(3), 1987Statecharts: a visual formalism for complex systems
W3CState Chart XML (SCXML): State Machine Notation for Control Abstraction
Kohavi, Tang and Xu, Cambridge University Press, 2020Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing
Gordon, Zettelmeyer, Bhargava and Chapsky, Marketing Science 38(2), 2019A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
European UnionRegulation (EU) 2016/679, Article 6
European UnionRegulation (EU) 2016/679, Article 7: Conditions for consent
Kantara InitiativeConsent Receipt Specification 1.1
IAB EuropeTransparency and Consent Framework v2.2

Where this model stands

Six deliverables stand in the order the loop is walked, the Measurement Plan, the Campaign Brief, the Permission Plan, the Instrumentation Plan, the Lifecycle Map and the Evidence Plan, and each is licensed here: the plan on the measurement model and on GQM, the brief on the joint industry client brief, the permission plan on the regulation, the consent receipt and the transparency framework, the instrumentation plan on the outcomes standard and the individual profile, the lifecycle map on statecharts and SCXML, the evidence plan on the experiments literature and the field comparison of attribution to lift.

FND-001 refuses a deliverable no commitment licenses and a commitment scoping a deliverable that does not exist; a deliverable’s page derives why it matters from the commitments that license it, as a kind’s page does.

The Permission Plan reads every permission basis with the ground it rests on and the purposes it permits, and every kind of preference with the channels, content types and formats it concerns; the Channels tab of the Instrumentation Plan reads every channel with the surfaces it includes, the content types and facts on them, and the vendors that deliver in it.

What it does not claim

The views each plan composes were drafted before the sources were cited on it; reading each method against its composition is owed, the measurement plan first, whose model puts targets and segments inside it.

The media plan the industry writes needs budget, spend, reach and frequency, which are not kinds here; whether the model carries money is a modelling decision not yet taken.

RUL-054