Marketing Measurement & Signal Governance Framework
Decision scope
This playbook defines which marketing metrics are decision-grade, which are directional, and which should not drive capital allocation.
It establishes thresholds, caveats and review triggers so investment decisions are adjusted deliberately within a 30–90 day horizon.
A decision model for identifying decision-grade marketing metrics, thresholds and caveats under measurement uncertainty.
Book a callWhen it is used
Use this framework when reporting volume increases but decision clarity decreases.
Reporting overload with no clear signal
Attribution debates blocking decisions
Performance volatility with conflicting metrics
Leadership pressure for certainty where none exists
Inputs
Current reporting set and measurement methods
Acquisition channels and buying cycle characteristics
CRM definitions and pipeline stages (if B2B)
Known measurement gaps and assumptions
Outputs
Decision-grade metric set (primary and supporting)
Thresholds and trigger conditions
Stop/continue rules and decision triggers
Review cadence and decision rules
Practical reporting structure aligned to decisions
Application
Applied in leadership and board reporting cycles to align metrics with actual investment decisions.
The outcome is fewer attribution debates, clearer trigger points and more disciplined capital shifts.
Commercial terms
Terms depend on data environment complexity and required stakeholder alignment.