A companion to The Ground Plan™ that ties KPIs and channel metrics back to the states in the plan, so a number always points to a moment.
A state in the plan where a person can move forward, stall or leave. Every measure begins with one named moment.
The outcome that shows whether the moment is working. KPIs roll up into the composite index.
What each channel reports. It matters only as evidence for a KPI, never as a goal of its own.
Example layout with placeholder values. Real reports use your moments, your KPIs and your channel data.
A separate level for the representation track, measuring what agents say about the brand when a person is not in the room.
How often the brand appears in agent answers to relevant questions.
How accurately an agent restates what the brand actually claims.
The share of agent recommendations in the category that name the brand.
Conversions that trace back to a path an agent mediated.