NewsOrigami Logic Unveils Framework for Marketing Signals
Provides Marketers With a Definitive Standard to Measure Marketing Signals Across All Online and Offline Marketing Channels
Modern marketers are inundated with information, and are accountable for knowing what is happening in their marketing portfolio every hour of every day. Origami Logic today announced the first edition of the Marketing Signals Framework, which systematically organizes and prioritizes the overwhelming amount of signals that marketing organizations need to understand to properly manage the campaigns they execute across various online and offline channels – including display, search, mobile, social, email, print, TV, and more.
“We are trying to understand the complex new universe of audience interactions across all of our channels and campaigns. Our ability to continually drive business growth depends on it,” noted Tom Santora, Chief Marketing Officer, Omni Hotels & Resorts. “Marketers need a more intuitive way to understand all of the signals across the various channels. The Marketing Signals Framework is poised to give us one source of truth – it is the foundation we need to focus on measuring the signals that matter the most.”
In the Marketing Signals Framework, marketing signals are defined as:
1. The actions audiences take in response to marketing activities (ad clicks, video views, website visits, post shares, etc.);
2. The thousands of metrics marketing platforms generate (average time on site, click-through rate, cost per engagement, etc.).
These signals provide the best picture of audience interest and intent, as well as marketing performance, across paid, earned and owned media. It is critical that marketers harvest, organize and analyze marketing signals in a disciplined way so they have a standardized way to measure and optimize their campaigns.
The 2015 Marketing Signals Framework helps marketers focus on measuring and analyzing the most important signals so they can drive better business outcomes. Each marketing signal is defined with a variety of attributes, including:
● Channel: The single channel where the marketing activity is executed. It can be digital (e.g., display, paid search, social) or offline (e.g., print, TV, radio).
● Objective: The specific business objective of the campaign or activity. Signals are categorized by the following objectives: awareness, engagement, conversion, loyalty and advocacy.
● Signal Type: The approach used to quantify campaign success. Signals are organized by the following types: volume, quality, efficiency, and share.
The structure of the Marketing Signals Framework empowers marketers to easily identify the signals that matter based on the objective for a particular campaign or marketing activity and how they want to quantify success. For example, by looking at the Marketing Signals Framework, a marketer running a campaign focused on engagement (objective) and efficiency (signal type) will easily be able to see that they should measure Cost per Click and Cost per Engagement as key signals.
“Marketing has become a complex, rapidly changing, noisy daily battle. Cutting through this noise and measuring the signals that matter has become a strategic priority,” added Opher Kahane, co-founder and CEO of Origami Logic. “Origami Logic is committed to providing marketers a way to optimize marketing measurement. We have published the Marketing Signals Framework as the industry’s definitive map for measuring signals across all online and offline marketing channels, such as display, search, mobile, social, print, TV, and more. The Marketing Signals Framework gives marketers easy access to the most important signals to measure and empowers them to increase their investments with confidence.”
