Separate Awareness From Action
Distinguish campaign goals for reach, interaction, conversion, and engagement so measurement matches the decision stage.
Do not ask one metric to explain the whole journey. RACE gives each stage a different job Reach asks whether the right audience encountered the campaign. Act asks whether they took a meaningful next step. Convert asks whether the campaign created a sale, qualified lead, activation, or handoff. Engage asks whether the relationship deepened after the first conversion. SMART objectives make each stage measurable The stage objective should name the audience, behavior, threshold, and date. "More engagement" is not enough. "Increase target-account comparison-guide starts from 2.1 percent to 3.4 percent by the end of the campaign" tells the team what…
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