Rank a Campaign Backlog With RICE
Calculate and interpret RICE scores for competing marketing campaign ideas.
Choose between two campaign ideas with limited capacity: fix lifecycle onboarding emails or produce a broad brand video. RICE = (Reach x Impact x Confidence) / Effort The common trap is letting a vivid idea win because it feels strategic, while ignoring confidence and the real effort needed from the team. Reach Lifecycle email fix reaches 3,200 active trials per quarter. Brand video could reach 20,000 impressions, but only 1,200 are estimated target accounts. Use relevant reach, not vanity reach. Impressions outside the target market should not dominate the score. Impact Email fix gets impact 2 because trial-to-activation is the…
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