everyinc Marketing Measurement
Build the smallest measurement system that can support a decision. Preserve the distinction between Marketing-created demand and Growth conversion while connecting the two through shared cohorts and economics.
When to invoke
- When planning campaign measurement or defining KPIs
- When building the quarterly Marketing scorecard
- When explaining attribution, incrementality, CAC, or LTV:CAC
- When designing a control test
- When evaluating PR, brand, fame, authority, or Consulting demand
- When deciding whether to scale, revise, or stop a Marketing program
- When turning completed Marketing work into durable learning
Workflow
- Define the business or audience outcome before launch.
- Choose one primary decision metric.
- Add only the diagnostic signals needed to explain that metric.
- Establish the baseline, source, cost record, measurement window, and decision date.
- Instrument the subscriber or Consulting path before the campaign begins.
- Report what the evidence supports: attributed, assisted, or incremental.
- Follow each meaningful cohort through conversion, retention, revenue, and LTV:CAC.
- End every readout with scale, revise, or stop.
- Compound the result into program guidance or durable doctrine only when the evidence supports that promotion.
Metric hierarchy
Use five measures:
- Acquisition: Marketing-sourced free subscribers.
- Quality and economics: conversion, retention, revenue, direct CAC, fully loaded CAC, and LTV:CAC.
- Audience: who Marketing brought in, enriched through Clay when available.
- Fame: awareness, meaning, consideration, and affinity.
- Authority and business demand: press quality, repeat journalist demand, executive visibility, Consulting inquiries, qualified opportunities, and influenced pipeline.
Do not turn the scorecard into a collection of every available number.
Reference routing
| Task | Load |
|---|---|
| Build the quarterly Marketing report | references/quarterly-scorecard.md |
| Define attribution, cohorts, CAC, or LTV:CAC | references/attribution-and-economics.md |
| Design or interpret the Every Fame Score | references/fame-score.md |
| Design a control or set a decision gate | references/experiments-and-decision-gates.md |
| Measure a beta, activation loop, or launch cohort | references/beta-activation.md |
| Turn completed work into a decision and durable learning | references/compound-from-results.md |
Dependencies
foundation/marketing-osmarketing-science/brand-equity
Quick checklist
- Is there one primary metric?
- Is the subscriber or Consulting path instrumented before launch?
- Are direct and fully loaded costs recorded?
- Are attributed, assisted, and incremental claims separated?
- Does the cohort have a 30-, 90-, and 180-day follow-up?
- Is the Fame Score directional rather than falsely representative?
- For beta work, is the second-run behavior defined and instrumented?
- Does the report end in a decision?
- Are one-off results separated from program guidance and durable doctrine?