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A tactic is an executable approach within a Campaign — the level at which channel, creative and delivery are actually chosen, and at which performance is read.

What you can do with a tactic

• jobDesign 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.
• tableCampaign Brief · Tactics
• tableEvidence Plan · Settings

Its tactics— 1

• Win-back emailexemplarAn executable approach within a retention campaign: a triggered email to a lapsed or at-risk consumer, carrying an offer, measured at the send.

Why it matters

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

• Campaign is the accountable initiativeMarketing organisations accumulate layers — programme, portfolio, initiative, workstream — each added by a team that wanted one more level of roll-up. Every layer is another place spend and outcome can be attributed, and after two or three of them it stops being answerable which level owns a number. One accountable unit that may nest inside itself gives the roll-up without the ambiguity.
  Understand Campaign Hierarchy
• Keep audience eligibility, preference and permission basis distinctThese answer three different questions — can this person be reached, how do they want to be reached, and are we permitted to reach them — and collapsing them is how an organisation comes to treat membership of a segment as a consent. Eligibility is an addressing fact, preference is a stated choice, and a permission basis is a condition with a purpose and a jurisdiction. Only the last has anything to say about whether an activation is allowed.
  Regulation (EU) 2016/679, Article 6 · Audience Taxonomy · Global Privacy Protocol · Data Privacy Vocabulary · Regulation (EU) 2016/679, Article 7: Conditions for consent · Consent Receipt Specification 1.1 · Transparency and Consent Framework v2.2 · RFC 8058: Signaling One-Click Functionality for List Email Headers
• Make outcome quality, calculation method and attribution inspectableAn outcome number is only as good as the inputs, exclusions and window that nobody wrote down. Media measurement standards exist because outcome claims circulate detached from their method, and a figure with no stated method cannot be challenged, reproduced or compared against anyone else's. Keeping what a measure means apart from how it is computed is what makes either one reviewable.
  Outcomes and Data Quality Standards · Declaring the Grain · Measuring Visibility in the AI Era · Data-driven multi-touch attribution models · Causally motivated attribution for online advertising · A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook · Why Three Exposures May Be Enough · Digital Audience-Based Measurement Standards
• Scope activation and calculation explicitly in time and geographyTwo reports can describe the same activity and disagree entirely because one covers a different window, or a different market, than the other. Free-text dates and place names put that scope beyond the reach of any check, so the two compare cleanly and wrongly. Time and place are dimensions with a boundary and a basis, not labels on a record.
  Time Ontology in OWL · GeoSPARQL 1.1
• Keep concrete creative separate from its classificationsA creative asset is one addressable thing that exists in a system of record. Its format, the role it plays, what is visible in it and the geometry it is delivered at are all descriptions of it, and each belongs to a different vocabulary. Folded into the asset they produce a record that is part file and part category, and can be neither counted nor found.
  DCMI Metadata Terms · IAB New Ad Portfolio: Advertising Creative Guidelines
• An exemplar shows the shape a record takesA model with no instances cannot be evaluated, and a model with invented instances cannot be trusted. Treating an example as documentation of a concept rather than an assertion about the world resolves the bind: one marked exemplar shows what a record of the kind looks like, while the claim that any such record exists stays unmade.
  SKOS Simple Knowledge Organization System Reference · Toward Principles for the Design of Ontologies Used for Knowledge Sharing
• 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