Objective-Channel-Metric Deck
Recall the distinctions among objective quality, PESO role, RACE stage, and AMEC measurement level.
What makes a campaign objective useful? Think SMART plus campaign control. It names the audience, behavior or belief change, threshold, deadline, and constraint. A useful objective lets the team decide which channels belong and which metrics prove progress. Is this metric an output or an outcome? Do not let activity pretend to be behavior. If the audience did not do or decide anything different, you are probably not looking at an outcome. The paid channel has the most clicks, so it deserves the most budget. Clicks are not the whole job. Your line Let's compare each channel against its intended…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in