Use HEART to balance growth and user experience
Apply HEART campaign quality metrics to an onboarding campaign that can create both lift and friction.
The move: make HEART campaign quality metrics decision-grade. A useful marketing metric does three jobs. It describes a real customer behavior, connects that behavior to a business outcome, and points to an action the team can take soon. If a number cannot do those jobs, it may still belong in the report, but it should not steer the meeting. The practical test is simple: name the decision first. Are you deciding whether to scale spend, rewrite creative, change the offer, improve handoff quality, or add proof for buyers? Once the decision is visible, the metric hierarchy becomes clearer. Primary metrics…
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