Origami Logic Launches Marketing Signals Framework
Origami Logic today released the first edition of the Marketing Signals Framework, which systematically organizes and prioritizes marketing signals to help marketers manage campaigns across online and offline channels.
In the Marketing Signals Framework, marketing signals are defined as the actions audiences take in response to marketing activities (ad clicks, video views, Web site visits, post shares, etc.), and the thousands of metrics marketing platforms generate (average time on site, click-through rate, cost per engagement, etc.). These signals provide a picture of audience interest and intent, and marketing performance across paid, earned, and owned media. Each marketing signal is defined with a variety of attributes, including the following:
- Channel: The single channel where the marketing activity is executed;
- Objective: The specific business objective of the campaign or activity. Signals are categorized by awareness, engagement, conversion, loyalty, and advocacy; and
- Signal Type: The approach used to quantify campaign success. Signals are organized by volume, quality, efficiency, and share.
"Marketing has become a complex, rapidly changing, noisy daily battle. Cutting through this noise and measuring the signals that matter has become a strategic priority," said Opher Kahane, co-founder and CEO of Origami Logic, in a statement. "Origami Logic is committed to providing marketers a way to optimize marketing measurement. We have published the Marketing Signals Framework as the industry's definitive map for measuring signals across all online and offline marketing channels, such as display, search, mobile, social, print, TV, and more. The Marketing Signals Framework gives marketers easy access to the most important signals to measure and empowers them to increase their investments with confidence."