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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.

5 weeks

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	Calculate

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
	Calculate	Calculate	Calculate	Calculate	Calculate