Objective and definitions
State the business question, time window, desired outcome, and relevant definitions. Identify which stage is being measured: exposure, visit, inquiry, qualified opportunity, customer, or repeat purchase.
Collection plan
| Measure or event | Business meaning | Trigger or source | Owner | Verification | Known limitation |
|---|
Use meaningful actions. Distinguish a successful submission from merely opening a form, and a confirmed booking from opening a scheduling page.
Data quality review
Check date ranges, time zones, currency, duplicate records, test events, missing sources, attribution windows, and changes in definitions. Keep separate counts for materially different journeys.
Useful calculations
- Inquiry conversion rate = inquiries divided by relevant visits, using a defined period and matching population.
- Qualification rate = qualified inquiries divided by total inquiries.
- Win rate = customers won divided by the defined set of qualified opportunities.
- Cost per qualified inquiry = included acquisition costs divided by qualified inquiries.
- A planning scenario may multiply visits, inquiry rate, qualification rate, win rate, and average contract value, provided all inputs and limitations are explicit.
Do not calculate a percentage when its denominator is zero or unavailable. Do not mix currencies or time periods without a valid conversion or reconciliation.
Scorecard
| Measure | Current period | Comparison period | Interpretation | Data limitation | Next action |
|---|
Include source and extraction date. Explain what changed without overstating why it changed. A marketing touchpoint associated with a sale is not by itself proof that the touchpoint caused the sale.
Follow-up experiment
Name the decision, proposed change, audience, observation period, success measure, cost or effort limit, and conditions for stopping. Agree on these before interpreting results.