Measurement framework

One of the two developed fundamentals delivered under the Insight pillar in BRD-Strategy.

What it is

The measurement framework defines what the presence is trying to learn and how it will know. Not "we use Google Analytics" but the specific KPIs per audience, per channel, per phase of the journey, and the cadence at which someone reads them. The output is a measurement plan that is privacy-respecting by default and actually used.

What's included

• Strategic goals. The two or three things the presence is trying to achieve, expressed at a level that decisions can be made against.
• OKRs. Quarterly objectives and the key results that demonstrate progress. Few enough that they can be remembered.
• Channel goals. What success looks like per owned channel (website, email, content) and per rented channel (social). Honest about what the presence is and isn't trying to do on each.
• Audience goals. What the presence is trying to learn about each audience segment, and how the data flows back into Strategy.
• Conversion points. Where the meaningful actions happen, and how each one is detected, attributed, and counted.
• Analytics plan. The tooling that supports the framework: privacy-respecting by default (Fathom, Plausible, server-side analytics, or other audited equivalents), with explicit consent design for anything that goes further.
• Reading cadence. Who reads what, when. A measurement framework that nobody opens is worse than no framework, because it pretends to be evidence.

When you'd want this

• You have analytics installed but no one looks at them.
• You can't answer "what's working" with numbers because the numbers were never set up to answer that question.
• Your measurement is happening through surveillance-grade tools that contradict the rest of your stated values.
• You're entering a phase where decisions about budget, hiring, or direction need to be evidence-led.