# Measurement

> Marketing Measurement

- Skill: `everyinc/measurement` (Agent Skill, multi-file: 7 files)
- Install (CLI): `npx skillmds@latest add everyinc/measurement`
- Raw SKILL.md: https://api.skillmd.com/api/skills/everyinc/measurement/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: everyinc (https://skillmd.com/u/everyinc)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/everyinc/measurement

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# 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

1. Define the business or audience outcome before launch.
2. Choose one primary decision metric.
3. Add only the diagnostic signals needed to explain that metric.
4. Establish the baseline, source, cost record, measurement window, and decision date.
5. Instrument the subscriber or Consulting path before the campaign begins.
6. Report what the evidence supports: attributed, assisted, or incremental.
7. Follow each meaningful cohort through conversion, retention, revenue, and LTV:CAC.
8. End every readout with scale, revise, or stop.
9. Compound the result into program guidance or durable doctrine only when the evidence
   supports that promotion.

## Metric hierarchy

Use five measures:

1. **Acquisition:** Marketing-sourced free subscribers.
2. **Quality and economics:** conversion, retention, revenue, direct CAC, fully loaded
   CAC, and LTV:CAC.
3. **Audience:** who Marketing brought in, enriched through Clay when available.
4. **Fame:** awareness, meaning, consideration, and affinity.
5. **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-os`
- `marketing-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?