Introducing Marketing Signals Framework

We’re excited to announce the Origami Logic Marketing Signals Framework. As marketers we understand how difficult and confusing it is to collect and analyze the mountains of data from our marketing channels. All of these insights and signals can become overwhelming to most marketing teams and make it difficult for us to act decisively. We built the Marketing Signals Framework to systematically organize and prioritize marketing signals so that marketing organizations can understand and properly manage the campaigns they execute across various online and offline channels – including display, search, mobile, social, email, print, TV, and more.

The result was a comprehensive table of marketing signals across multiple marketing channels. Each signal is broken down into its individual characteristics and how they can be prioritized and measured. This Periodic Table of Marketing Signals will help marketers identify, understand and prioritize the signals that matter most to their marketing campaigns. 

Signals Periodic Table

Find the full press release below

Origami Logic Unveils Framework for Marketing Signals

Provides Marketers With a Definitive Standard to Measure Marketing Signals Across All Online and Offline Marketing Channels

July 16, 2015 09:00 AM Eastern Daylight Time

MENLO PARK, Calif.–(BUSINESS WIRE)–Modern marketers are inundated with information, and are accountable for knowing what is happening in their marketing portfolio every hour of every day. Origami Logic today announced the first edition of the Marketing Signals Framework, which systematically organizes and prioritizes the overwhelming amount of signals that marketing organizations need to understand to properly manage the campaigns they execute across various online and offline channels – including display, search, mobile, social, email, print, TV, and more.

“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”

“We are trying to understand the complex new universe of audience interactions across all of our channels and campaigns. Our ability to continually drive business growth depends on it,” noted Tom Santora, Chief Marketing Officer, Omni Hotels & Resorts. “Marketers need a more intuitive way to understand all of the signals across the various channels. The Marketing Signals Framework is poised to give us one source of truth – it is the foundation we need to focus on measuring the signals that matter the most.”

In the Marketing Signals Framework, marketing signals are defined as:

  1. The actions audiences take in response to marketing activities (ad clicks, video views, website visits, post shares, etc.);
  2. The thousands of metrics marketing platforms generate (average time on site, click-through rate, cost per engagement, etc.).

These signals provide the best picture of audience interest and intent, as well as marketing performance, across paid, earned and owned media. It is critical that marketers harvest, organize and analyze marketing signals in a disciplined way so they have a standardized way to measure and optimize their campaigns.

The 2015 Marketing Signals Framework helps marketers focus on measuring and analyzing the most important signals so they can drive better business outcomes. Each marketing signal is defined with a variety of attributes, including:

  • Channel: The single channel where the marketing activity is executed. It can be digital (e.g., display, paid search, social) or offline (e.g., print, TV, radio).
  • Objective: The specific business objective of the campaign or activity. Signals are categorized by the following objectives: awareness, engagement, conversion, loyalty and advocacy.
  • Signal Type: The approach used to quantify campaign success. Signals are organized by the following types: volume, quality, efficiency, and share.

The structure of the Marketing Signals Framework empowers marketers to easily identify the signals that matter based on the objective for a particular campaign or marketing activity and how they want to quantify success. For example, by looking at the Marketing Signals Framework, a marketer running a campaign focused on engagement (objective) and efficiency (signal type) will easily be able to see that they should measure Cost per Click and Cost per Engagement as key signals.

“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,” added Opher Kahane, co-founder and CEO of Origami Logic. “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.”

As signals generated by marketing platforms and audiences will constantly evolve, the Marketing Signals Framework will be regularly updated to reflect the latest market changes.

About Origami Logic

Origami Logic empowers companies to measure the marketing signals that matter. Global brands like Visa, JCPenney, Cisco and Intel use the Origami Logic Platform to standardize measurement and analysis, unify and automate reporting, and convert massive streams of marketing signals into actionable business insights, enabling them to optimize their campaigns, every day.

Funded by Accel Partners, Icon Ventures and Lightspeed Venture Partners, the company is led by an experienced management team with previous experiences at Facebook, Google, Jive Software, Juniper Networks, Responsys, Tealeaf, and Yahoo. For more information, please visit www.origamilogic.com or follow us on Twitter @OrigamiLogic.