THE PLAYBOOKS / MEASUREMENT

Lifecycle measurement map

Pick one lifecycle journey and define what counts as progress, who is eligible, how you’ll count it, and what would worry you. Mark anything you can’t measure today as not measured. A measurement plan is not a result.

01Which journey are you measuring?

One entry point, one audience, one intended outcome.

02What useful customer action should this journey lead to?

Describe an observable action, not just a send or a click.

03Which event records that action?

Name the event, where it is captured, and any known gaps.

04Who is eligible, and who is excluded?

Define entry, exit, and exclusions such as employees or test accounts.

05How long will you observe each person?

Choose a window based on how long the action realistically takes.

06What do you know about the current rate?

Include numerator, denominator and period. Write “not measured” if unknown.

07How will you tell whether a change helped?

Controlled test or descriptive before/after review, and the limits of each.

08What would tell you the journey is causing harm?

Unsubscribes, complaints, errors, support load, refunds.

09Who owns the numbers, and when will you review them?

Name a person and a date.

Notes are yours; example answers are hypothetical. Field completion does not validate a plan.