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.
Why it matters
What goes wrong without it, as the commitments that license this deliverable say it, each standing on its sources.
- A deliverable is a method the industry already writesA 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.
Digital Marketing and Measurement Model · The Goal Question Metric Approach · Aligning Organizations Through Measurement: The GQM+Strategies Approach · The Client Brief: A best practice guide to briefing communications agencies · Outcomes and Data Quality Standards · XDM Individual Profile Class · Statecharts: a visual formalism for complex systems · State Chart XML (SCXML): State Machine Notation for Control Abstraction · Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing · A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook · Regulation (EU) 2016/679, Article 6 · Regulation (EU) 2016/679, Article 7: Conditions for consent · Consent Receipt Specification 1.1 · Transparency and Consent Framework v2.2
Tables— 3
Each is a view drawn across every term of the kind it starts from, on one page, with the file to take away.
- tableData Sources
One line per instrument, with the system it is implemented in, the party accountable for that system, and the fact it observes. - tableIdentity
One line per instrument, with the level at which it identifies a person, the fact it observes and the question areas it informs. - tableChannels
One line per channel, with the surfaces it includes, the content types delivered on them, the facts captured on them and the vendors that deliver in it.
Jobs— 1
Each is a view done from one term you already have, with a page for every one it can be done from.
- from a factFind where a fact is captured
“I need to know where a fact is recorded, who provides that place, and whether it may name a person.”