Dimensions
The dimensions that provide insight into how a consumer initially discovered a digital marketing platform.
acquisition dimensions
The type of questions you ask in the decision-making framework that asks why something happened.
diagnostic questions
A statistical experiment including a control and a variant version of a piece of content to determine which drives optimal performance.
A/B testing
A calculated metric derived by dividing a marketing initiative's costs by resulting clicks.
cost per click (CPC)
The metrics that most effectively measure the success for specific business goals.
key performance indicators (KPIs)
This illustrates consumer behavior on digital marketing media platforms.
behavior dimensions
The type of questions you ask in the decision-making framework that asks what will happen in the future.
predictive questions
A standard reference point from which a strategist can compare performance.
benchmark
A calculated metric derived by dividing a marketing initiative's costs by resulting impressions and multiplying that by 1,000.
cost per thousand impressions (CPM)
Metrics that ineffectively measure success for specific business goals
vanity metrics
This characterizes a segment's age, life stage, gender, income, generation, and social class.
demographic dimensions
The type of questions you ask in the decision-making framework that asks how we can make something happen.
prescriptive questions
The changes to content and to ads to enhance performance.
content optimizations
A calculated metric derived by dividing clicks or pageviews by conversions.
conversion rate
This is a mathematical combination of two or more metrics that create a new metric.
calculated metric
This characterizes a segment's lifestyle, personality, and attitudes.
psychographic dimensions
This model provides direction on prioritizing business questions, during the question stage of the Decision-Making Framework.
Gartner Analytic Ascendancy Model
The metrics that most effectively measure success for specific business goals.
key performance indicators (KPIs)
A calculated metric derived by taking a marketing initiative's profits and dividing by marketing cost; the resulting number is multiplied by 100 to express a percentage.
return on investment (ROI)
Any event recorded that has been indicated as a high priority for consumers to complete.
This provides valuable insights about the technology that underlies a digital marketing media platform.
technical dimensions
The type of questions you ask in the decision-making framework that asks what happened.
descriptive questions
These quantity, count, and measure data giving insights into goal progress and success.
metrics
A calculated metric derived by taking marketing profits and then dividing by ad spend costs; the resulting number is multiplied by 100 to express a percentage.
return on ad spend (ROAS)
bounce