What this model hands over
The plans a marketing operation hands over: tables for reference and jobs for doing, all read off the same terms.
- Measurement Plan
The plan a marketer hands over: what will be measured, from which readings, for which content. Two tables read off the same terms, and the job that builds one from a goal.
You leave with A measurement plan: goals to readings to content, as tables a deck can carry, and a job that fills them in from the goal you already have.
2 tables · 1 job · reads 14 kinds
- Campaign Brief
The brief a campaign runs on: what it does, who it may address, what it offers and where, when and where it runs, whose choice it honours, the level it commits to and the lawful ground it stands on, with every tactic beneath it designed on the same terms. One table of tactics and three jobs.
You leave with A campaign brief that is measurable and lawful before it runs: the campaign walked to its commitments, each tactic designed to its channel, surface, content, window, geography, audience and basis, and each creative placed.
1 table · 3 jobs · reads 23 kinds
- Permission Plan
The plan that says on what ground a campaign may reach a person: every permission basis with the lawful ground it rests on and the purposes it permits, and every kind of preference a person may state with the channels, content types and formats it governs. Two tables.
You leave with A permission plan: the grounds, the purposes each permission permits and what each stated preference governs, so a campaign is cleared on the terms the law and the person set before it runs.
2 tables · 0 jobs · reads 7 kinds
- Instrumentation Plan
The plan that makes a campaign observable: every instrument with the system it runs on and who supplies it, the level at which it identifies a person, the fact it observes and the question areas it informs, every channel with the surfaces it includes and what they carry and capture, and the job that finds where a fact is captured and who provides that place. Three tables and one job.
You leave with An instrumentation plan: which instrument counts what, on which system, at what level of identity, and where each fact is captured and by whom, so a move counted only by instruments that cannot tell one person from another is seen before it is trusted.
3 tables · 1 job · reads 12 kinds
- Lifecycle Map
The lifecycle as a machine: every journey with where it begins, the conditions it passes, the moves it makes and the interval after which it presumes a person has stepped back, and the segments that select from the states those journeys run on. Two tables and one job.
You leave with A lifecycle map an automation tool can be built from: each journey as a machine with a declared start, and each segment as a rule over the same states rather than a list kept by hand.
2 tables · 1 job · reads 8 kinds
- Evidence Plan
The plan that says how each reading will be believed: the design its value is established by, the rule that divides its credit where it is attributed, the way it must move, every parameter the plan has to fix and where its value will come from, and the job that pins one reading to a single definition two teams cannot report differently. Two tables and one job.
You leave with An evidence plan: every reading with the design that establishes it and the rule that divides its credit, every parameter with its unit and the design that calibrates it, and one definition per reading, so a number is trusted for a stated reason and not because it was reported.
2 tables · 1 job · reads 13 kinds