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Goals, Signals, and Measures

 
Outline

🧿 Guiding principles

Include wider goals within your team, department, or company. Explain how your project helps reach those goals.

πŸ”­ Time horizon

5 weeks

🎯 Goals

Define which goals you are working towards and which ones are out of your scope.
 
Goals to Pursue
Goals not to Pursue
1
Increase engagement through social media
Creating new layout for website
2
Create visually appealing content
Focusing on product or feature changes
3
Include engaging copy
Guest blog posts
4
Use videos for successful campaigns
Affiliate marketing copy
All:
4
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πŸ“Š Signals and Measures

Describe signals and measures for each goal.
 
A
B
C
D
E
1
Goal 1 (Increase engagement through social media)
Goal 2 (Create visually appealing content)
Goal 3 (Include engaging copy)
Goal 4 (Use videos for successful campaigns)
2
Signals (Include signals that show progress toward goals):
Increased clicks from social media pages
Increased number of views for images
Increased conversions from copy
Increased video engagement
3
Measures (Use specific metrics to illustrate progress from above signals)
15% increase in clicks from social media pages
20% increase in views due to photos and images
10% increase in conversions from copy
15% increase in engagement or conversions from videos
4
Why we chose that goal
Social media engagement helps spread brand awareness and drives traffic
Images are an effective tool to draw in views and help bring traffic
Engaging copy helps drive conversions
Need more channels for campaigns; videos are effective medium
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