Deliverable· DLV-001
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.
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— 2
Each is a view drawn across every term of the kind it starts from, on one page, with the file to take away.
- tableMeasurement Model
One line per reading, with the goal it serves, the level it has been committed to, and the path from its metric to the instrument that counts it and the fact that instrument observes. - tableContent Types
One line per content type, with the place it is delivered and the system that acts there, the creative forms it may be expressed as, and the finished creatives it templates.
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 goalBuild a measurement plan
“I have a goal and I need to show how it will be evidenced, what has to be instrumented, and what we are committing to.”