What you can do with this
Work you arrive with. Each job is done from one term you already hold and answered for that term, not for the model in general.
Every page carries the terms it names, linked to their one definition and the source that licenses it, and a table you can copy into a deck or take away as a file.
- Build 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.”
You leave with The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to.
From a goal, one of Goals · 4 patterns · 8 terms it can be done from
- Specify a reading
“Two teams report the same number differently. I need one definition: what it is made of, what establishes it, which way is better, in what form it reads and in what unit.”
You leave with What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit.
From a reading, one of KPIs · 6 patterns · 42 terms it can be done from
- Brief a campaign
“I am briefing a campaign and it has to be measurable and lawful before it runs, not after.”
You leave with What the campaign does and whether it reaches a person, who it may address, what it offers and where the offer is good, when it runs, the level it commits to on which reading, and the permission and lawful ground it stands on.
From a campaign, one of Campaign · 7 patterns · 1 term it can be done from
- Map a lifecycle
“I need the lifecycle as a machine I can build in an automation tool, not as a funnel picture.”
You leave with The conditions the journey passes through and the rungs of the ladder they sit on, and the interval of inactivity after which it presumes a person has stepped back. The machine-readable twin sits beside the journey's own page.
From a journey, one of Journeys · 4 patterns · 4 terms it can be done from
- Find 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.”
You leave with The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.
From a fact, one of Events · 3 patterns · 22 terms it can be done from
- Place a creative
“I have a creative and I need to know what form it renders in and which surfaces can carry it.”
You leave with The form the creative renders in and the surfaces that carry that form, and the delivery geometry it takes and which surfaces accept it.
From a creative, one of Creative Assets · 2 patterns · 1 term it can be done from
- Design a tactic
“I am designing a tactic and it has to be placed, timed, addressed and lawful on the same terms as the campaign above it.”
You leave with A tactic designed on governed terms: its channel, surface, content type, time window, geography, audience, permission basis and the preference it honours, each a term the campaign brief already uses.
From a tactic, one of Tactics · 5 patterns · 1 term it can be done from