CAMPAIGN-PLANNING5 MIN READ
Push Back on Vanity Metrics
Respond to a vanity metric request by reframing it into outputs, out-takes, outcomes, and impact.
Dana D CMO 1 Reframe 2 Ladder 3 Commit The ask 20 sec Stakeholder pressure Dana wants ten million impressions as the headline KPI for a niche B2B launch. The risk is not impressions themselves. The risk is making them carry more meaning than they can support. 10M impression target 6 wks campaign window
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