Intelligence

A question area is a family of questions the measurement chain exists to answer. It stands between a goal and the metrics that serve it.

What you can do with a question area

• tableInstrumentation Plan · Identity

Its question areas— 6

• Brand IntelligenceHow the brand is seen: awareness, sentiment, mention and share of voice.
• Category IntelligenceHow the category is searched and served: what is being asked for, and how well the category answers it.
• Consumer IntelligenceWho a consumer is and where they stand: identity, journey state, preference, propensity and history, at the person grain.
• Influence IntelligenceHow answers form: which sources, assistants and creators shape a consumer's choice.
• Performance IntelligenceWhat marketing produced: delivery, engagement, conversion, cost and revenue.
• Competitive IntelligenceWhere the brand stands against the set it competes with: who else answers the same demand, on what terms, and how that is moving.

Why it matters

What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.

• A metric exists because a question needs itGoal-Question-Metric was formulated against a specific failure: measurement chosen because a system already produces it, rather than because a stated question needs it. The order it insists on is goal, then question, then measurement. Without the middle term a dashboard grows without limit, and which of its numbers would change a decision stops being answerable.
  The Goal Question Metric Approach · Outcomes and Data Quality Standards · Declaring the Grain · Aligning Organizations Through Measurement: The GQM+Strategies Approach
• A declared path must be walkableEvery other check asks whether a relationship is well formed: typed, bounded, licensed, inverted. None asks whether anything travels it. So the model could pass every check with a verb declared for thirty-eight kinds and asserted by none, and say nothing - which is what happened. A reader meeting that has no way to tell a deliberate absence from an oversight, and neither does the author six months on. The distinction is schema completeness against population completeness: the first was already enforced here and the second had no instrument at all. It matters most where a claim is a chain rather than a link. Performance asserted from delivery alone, with no step that reaches a person, is the specific failure measurement standards exist to prevent, and it is invisible to a check that only reads one edge at a time.
  Shapes Constraint Language (SHACL) · Outcomes and Data Quality Standards