Do you know how yourcampaigns performed today?This is a powerful yet simple question that is incredibly hard to answer. The explosion of new channels, platforms, media, and devices, coupled with the velocity of change, has made modern marketing difficult to measure. Despite advances in data-driven marketing, the amount and quality of insights being generated today does not even scratch the surface of what is possible.

Marketing signals are the gap between raw data and insights. They are responses to your marketing activity, such as ad clicks, social interactions, or website visits, along with derived performance indicators provided by marketing platforms such as click-through rate or cost per conversion. With the Marketing Signals Frame-work, marketers now have a standardized framework with which they can easily identify and understand the signals that will drive their business forward.

Marketing signals arethe gap between raw

data and insights.

Why think in terms of signals?Marketing measurement is becoming increasingly diverse and sophisticated. As channels, platforms, and devices proliferate, there are more and more ways that consumers and brands can interact. This is causing an explosion in the number and types of responses to marketing activity, making it difficult for marketers to understand which of them matter, and which are relevant to their objectives.

The Marketing Signals Framework provides a method to the madness. By organizing key signals across all marketing channels, the framework makes it easy to understand which of them are key to campaign success. Selecting signals according to campaign objectives instead of predefined sets of metrics enables marketers to better align their marketing measurement towards their goals, and generate insights more efficiently.

What is the Periodic Table of Marketing Signals?The Periodic Table of Marketing Signals is a representation of the Marketing Signals Framework, and organizes signals across marketing channels according to the following dimensions:

• Channel: The channel where your marketing activity is executed. • Objective: The business objective of the campaign or activity. • Signal Type: The approach used to quantify campaign success.

Using the Framework, you can easily identify the signals that matter based on the objective for your campaign or marketing activity, the channels you are using for activation, and the approach you want to use to quantify success.

Using the Periodic Table of Marketing Signals:An Example

Background:Your company is launching its product in a new market, with a cross-channel campaign activating across TV, Display, and Social channels. Since this is an initial entrance focused on growth, you do not expect to show ROI immediately. The primary objective is to garner as much Awareness as possible, with media efficiency also being an important factor — as you have limited budget. Addition-ally, you are interested in measuring Website Engagement volume to assess increase in brand awareness.

Finding Awareness Signals:Using the periodic table, you browse through the Awareness block, colored in red, searching for Volume and Efficiency signals in the relevant channels: TV, DPL, and SOC. Using the index to the right makes it easy for you to find the signal blocks of interest. You end up with the following set of signals to measure:TV: Gross Impressions, Net Reach, GRP, TRP, Cost per Point, CPMDisplay: Impressions, Reach, Display Time, CPMSocial: Impressions, Unique Impressions, CPM

Finding Engagement Signals:You then move to the Engagement block, colored in orange, and locate the relevant WEB volume signals:Web: Visits, Visitors, Page Views, Time on Site, Actions

The periodic table represents just one portion of the entire marketing signals framework. Layers above include compound signals such as cross-channel impressions, or total social engage-ment across all engagement types. These compound signals help to simplify measurement by reducing the total number of signals, and can be customized based on campaign and context.

What are signal characteristics?Each signal has a number of characteristics that describe how they behave, where they are applied, how they break down, how they interact with and affect one another, and how they combine to form compound signals.

These characteristics are key to understanding how each signal should be analyzed and interpreted. Examples are shown below.

Signal Properties

Understanding detailed signal proper-ties are important for a number of reasons. Some signals are only available for a subset of media or publishers, or may represent slightly different types of response depending on the media or platform source.

Signal Breakdown

Certain signals are themselves aggregates of smaller sub-signals. As the marketing landscape shifts and measurement standards change, sub-signals can gain greater adoption to become independent signals in their own right.

Signal Interaction

Signals affect one another, and some can be derived as a calculation of other signals. Understanding the interactions between signals is integral for analyzing marketing results and identifying the root cause of performance changes.

Signal Aggregation

Compound signals are formed by aggregating multiple signals within or across channels. They help simplify measurement by reducing the total number of signals required, but should be used with caution as they can be misleading given the wrong context.

• Media Type: Paid

• Aggregation: Non-addititve

• Weight Metric: Impressions

• Publishers: Google, Bing, Yahoo, Baidu, Yandex, etc.

• Affects: Click-through Rate, Cost per Click

• Affected By: Bid, Quality, Score, Competitive Bid

AvgPosition

Quality

19 SEM

• Completion• Avg View Time• Avg View Rate• Skips

• Expand• Collapse• Full Screen

• Pause• Rewind• Mute

• Play

• Replay

• Resize

• Mouseover

• Navigation

Interaction

Volume

91 DPL

Amplification

Volume

SOC

w1

w2

Share

Volume

258 SOC

Retweet

Volume

259 SOC

w2Re-Share

Volume

260 SOC

Avg OrderValue

Quality

210 WEB

Revenue

Volume

208 WEB

Conversion

Volume

207 WEB

Channel Objective Signal Type Signal Name Index

Affiliate Awareness Quality Click-thru Rate 3 Volume Impression 1 Reach 2 Conversion Efficiency Commission Rate 177 Cost per Action 175 ROI 176 Quality Avg Order Value 174 Volume Conversion 172 Revenue 173 Engagement Quality Conversion Rate 92 Volume Click 91CRM/Loyalty Advocacy Quality NPS 263 Volume Referral 262 Conversion Efficiency Cost per Conversion 239 ROI 240 Quality Close Rate 238 Volume Conversion 236 Revenue 237 Engagement Efficiency Cost per Lead 171 Quality Avg Lead Score 169 Qualification Rate 170 Volume Lead 168 Loyalty Quality CLV 256 Customer Effort 255 Customer Satisfaction 254 Retention Rate 253 Volume Program Signup 251 Repeat Purchase 252Direct Mail Awareness Quality Frequency 42 Response Rate 43 Share Penetration 44 Volume Distribution 40 Reach 41 Conversion Efficiency Cost per Order 213 ROI 214 Volume Conversion 211 Revenue 212 Engagement Efficiency Cost per Response 148 Quality Conversion Rate 147 Volume Response 146Display Awareness Efficiency CPM 11 Quality Click-thru Rate 10 Frequency 7 Interaction Rate 9 Viewability 8 Volume Display Time 6 Impression 4 Reach 5 Conversion Efficiency Cost per Action 181 ROI/ROAS 182 Quality Avg Order Value 180 Volume Conversion 178 Revenue 179 Engagement Efficiency Cost per Click 98 Quality Avg Interaction Time 96 Conversion Rate 97 Volume Click 93 Interaction 94 Interaction Time 95Email Awareness Quality Click Rate 15 Open Rate 14 Volume Open 13 Send 12 Conversion Efficiency Cost per Action 186 ROI 187 Quality Avg Order Value 185 Volume Conversion 183 Revenue 184 Engagement Quality Conversion Rate 101 Volume Click 99 Reply 100 Loyalty Quality Subscription Rate 242 Volume Net Subscription 241Event Awareness Quality Recall 46 Volume Gross Attendance 45 Conversion Efficiency Cost per Close 218 ROI 219 Quality Close Rate 217 Volume Conversion 215 Revenue 216 Engagement Efficiency Cost per Lead 152 Quality Avg Lead Score 150 Qualification Rate 151 Volume Lead 149Mobile Awareness Quality Activation Rate 18 Uninstall Rate 19 Share Store Rank 20 Volume Activation 17 Install 16 Conversion Efficiency Cost per Install 191 Quality Avg Revenue per User 190 Volume Conversion 188 Revenue 189 Engagement Quality Avg Session Length 105 Volume Active Users 102 Session 103 Usage Time 104 Loyalty Quality Retention Rate 243Out-of-home Awareness Efficiency Cost per Point 54 CPM 55 Quality Ad Recall 51 Frequency 52 Inquiry Rate 53 Share Share of Voice 56 Volume Effective Reach 48 Gross Impression 47 GRP 49 TRP 50 Conversion Efficiency Cost per Order 222 Media Efficiency 223 Volume Conversion 220 Revenue 221 Engagement Efficiency Cost per Inquiry 155 Quality Conversion Rate 154 Volume Inquiry 153Paid Search Awareness Quality Avg Position 22 Click-thru Rate 23 Share Impression Share 24 Volume Impression 21 Conversion Efficiency Cost per Action 195 ROI/ROAS 196 Quality Avg Order Value 194 Volume Conversion 192 Revenue 193 Engagement Efficiency Cost per Click 108 Quality Conversion Rate 107 Share Click Share 109 Volume Click 106PR Awareness Quality Accuracy 59 Sentiment 60 Volume Clip Count 57 Media Impression 58

Channel Objective Signal Type Signal Name Index

Engagement Quality Response Sentiment 158 Volume Inbound Traffic 156 Social Mention 157Print Awareness Efficiency Cost per Point 67 Cost per Reader 68 Quality Ad Recall 65 Inquiry Rate 66 Share Penetration 70 Share of Voice 69 Volume Gross Impression 61 GRP 63 Net Reach 62 TRP 64 Conversion Efficiency Cost per Order 226 Media Efficiency 227 Volume Conversion 224 Revenue 225 Engagement Efficiency Cost per Inquiry 161 Quality Conversion Rate 160 Volume Inquiry 159Radio Awareness Efficiency Cost per Point 78 CPM 79 Quality Ad Recall 75 Frequency 76 Inquiry Rate 77 Share Share of Voice 80 Volume Gross Impression 71 GRP 73 Net Reach 72 TRP 74 Conversion Efficiency Cost per Order 230 Media Efficiency 231 Volume Conversion 228 Revenue 229 Engagement Efficiency Cost per Inquiry 164 Quality Conversion Rate 163 Volume Inquiry 162SEO Awareness Quality Click-thru Rate 27 Keyword Rank 26 Share Impression Share 28 Volume Impression 25 Engagement Quality Bounce Rate 113 Share Traffic Share 114 Volume Direct Visit 110 Organic Visit 111 Referral Visit 112Social Advocacy Volume Re-Share 260 Retweet 259 Share 258 Storyteller 257 Awareness Efficiency CPM 34 Quality Click-thru Rate 33 Engagement Rate 32 Frequency 31 Volume Impression 29 Unique Impression 30 Conversion Efficiency Cost per Action 200 ROI/ROAS 201 Quality Avg Order Value 199 Volume Conversion 197 Revenue 198 Engagement Efficiency Cost per Click 125 Cost per Engagement 126 Cost per View 127 Quality Avg View Percentage 122 Conversion Rate 124 Response Sentiment 123 Share Share of Engagement 128 Volume Click 115 Comment 120 Consumption 116 Favorite 119 Like 118 Reply 121 Video View 117 Loyalty Efficiency Cost per Follow 248 Cost per Page Like 247 Volume Channel Subscription 246 Follow 245 Page Like 244TV Awareness Efficiency Cost per Point 88 CPM 89 Quality Ad Recall 85 Frequency 86 Inquiry Rate 87 Share Share of Voice 90 Volume Gross Impression 81 GRP 83 Net Reach 82 TRP 84 Conversion Efficiency Cost per Order 234 Media Efficiency 235 Volume Conversion 232 Revenue 233 Engagement Efficiency Cost per Inquiry 167 Quality Conversion Rate 166 Volume Inquiry 165Video Awareness Quality Avg View Rate 39 Frequency 37 Viewability 38 Volume Impression 35 Reach 36 Conversion Efficiency Cost per Action 205 ROI/ROAS 206 Quality Avg Order Value 204 Volume Conversion 202 Revenue 203 Engagement Efficiency Cost per Click 135 Quality Avg Completion Rate 133 Conversion Rate 134 Volume Click 129 Interaction 130 View 131 View Time 132Website Advocacy Volume Content Share 261 Conversion Quality Avg Order Value 210 Volume Conversion 207 Items Purchased 209 Revenue 208 Engagement Quality Avg Time on Site 142 Bounce Rate 141 Conversion Rate 144 Pages per Visit 143 Share Traffic Share 145 Volume Action 140 Page View 138 Time on Site 139 Visit 136 Visitor 137 Loyalty Quality Repeat Visit Rate 250 Volume Repeat Visit 249

Marketing Signals IndexPlease use this index if you would like to look up signals by marketing channel instead of objective.

© Origami Logic, Inc. 2015 origamilogic.com

AFF

Impression

1

Volume

DPL

CPM

11

Efficiency

DPL

InteractionRate

9

Quality

DPL

Reach

5

Volume

SEM

AveragePosition

22

Quality

VID

Viewability

38

Quality

OOH

Cost perPoint

54

Efficiency

PR

Accuracy

59

Quality

PRT

GrossImpression

61

Volume

RAD

GrossImpression

71

Volume

AFF

Reach

2

Volume

DPL

Click-thruRate

10

Quality

DPL

Viewability

8

Quality

EM

OpenRate

14

Quality

SEM

Click-thruRate

23

Quality

SOC

CPM

34

Efficiency

VID

Impression

35

Volume

OOH

CPM

55

Efficiency

PR

Sentiment

60

Quality

PRT

GRP

63

Volume

RAD

GRP

73

Volume

DPL

Frequency

7

Quality

DPL

DisplayTime

6

Volume

EM

Open

13

Volume

SEM

ImpressionShare

24

Share

SOC

Click-thruRate

33

Quality

VID

Reach

36

Volume

OOH

Ad Recall

51

Quality

PR

Clip Count

57

Volume

PRT

Net Reach

62

Volume

RAD

Net Reach

72

Volume

DPL

Impression

4

Volume

EM

Send

12

Volume

SEM

Impression

21

Volume

SOC

EngagementRate

32

Quality

DM

Frequency

42

Quality

OOH

Frequency

52

Quality

PR

MediaImpression

58

Volume

PRT

TRP

64

Volume

RAD

TRP

74

Volume

MOB

ActivationRate

18

Quality

SEO

Click-thruRate

27

Quality

SOC

Frequency

31

Quality

DM

Penetration

44

Share

OOH

Share ofVoice

56

Share

PRT

Cost perPoint

67

Efficiency

RAD

Cost perPoint

78

Efficiency

TV

Cost perPoint

88

Efficiency

MOB

UninstallRate

19

Quality

SEO

KeywordRank

26

Quality

SOC

Impression

29

Volume

DM

Distribution

40

Volume

OOH

EffectiveReach

48

Volume

PRT

Cost perReader

68

Efficiency

RAD

CPM

79

Efficiency

TV

CPM

89

Efficiency

MOB

StoreRank

20

Share

SEO

ImpressionShare

28

Share

SOC

UniqueImpression

30

Volume

DM

Reach

41

Volume

OOH

GrossImpression

47

Volume

PRT

Ad Recall

65

Quality

RAD

Ad Recall

75

Quality

TV

Ad Recall

85

Quality

MOB

Activation

17

Volume

SEO

Impression

25

Volume

VID

AverageView Rate

39

Quality

EVT

Recall

46

Quality

OOH

GRP

49

Volume

PRT

Penetration

70

Share

RAD

Frequency

76

Quality

TV

Frequency

86

Quality

MOB

Install

16

Volume

VID

Frequency

37

Quality

EVT

GrossAttendance

45

Volume

OOH

TRP

50

Volume

PRT

Share ofVoice

69

Share

RAD

Share ofVoice

80

Share

TV

Share ofVoice

90

Share

VID

Avg CompRate

133

Quality

WEB

PageView

138

Volume

OOH

Cost perInquiry

155

Efficiency

RAD

InquiryRate

77

Quality

TV

GrossImpression

81

Volume

AFF

Click-thruRate

3

Quality

EM

Reply

100

Volume

SEO

TrafficShare

114

Share

SOC

Share ofEngmt

128

Share

VID

Click

129

Volume

WEB

Time onSite

139

Volume

OOH

InquiryRate

53

Quality

TV

GRP

83

Volume

AFF

Click

91

Volume

MOB

Avg SessionLength

105

Quality

SEO

DirectVisit

110

Volume

SOC

Click

115

Volume

VID

Interaction

130

Volume

WEB

Visit

136

Volume

OOH

Inquiry

153

Volume

TV

Net Reach

82

Volume

DPL

Cost perClick

98

Efficiency

MOB

ActiveUsers

102

Volume

SEO

OrganicVisit

111

Volume

SOC

Comment

120

Volume

VID

View

131

Volume

WEB

Visitor

137

Volume

PR

ResponseSentiment

158

Quality

RAD

Inquiry

162

Volume

TV

Cost perInquiry

167

Efficiency

TV

InquiryRate

87

Quality

TV

TRP

84

Volume

DPL

Avg InteractTime

96

Quality

MOB

Session

103

Volume

SEO

ReferralVisit

112

Volume

SOC

Consumption

116

Volume

VID

ViewTime

132

Volume

DM

Cost perResponse

148

Efficiency

PR

InboundTraffic

156

Volume

DPL

Click

93

Volume

MOB

UsageTime

104

Volume

SOC

Cost perClick

125

Efficiency

SOC

Favorite

119

Volume

WEB

Avg Timeon Site

142

Quality

DM

ResponseRate

43

Quality

PR

SocialMention

157

Volume

TV

Inquiry

165

Volume

DPL

Interaction

94

Volume

SEM

Cost perClick

108

Efficiency

SOC

Cost perEngmt

126

Efficiency

SOC

Like

118

Volume

WEB

BounceRate

141

Quality

DM

Response

146

Volume

PRT

Cost perInquiry

161

Efficiency

CRM

Cost perLead

171

Efficiency

DPL

InteractionTime

95

Volume

SEM

ClickShare

109

Share

SOC

Cost perView

127

Efficiency

SOC

Reply

121

Volume

WEB

Pages perVisit

143

Quality

EVT

Cost perLead

152

Efficiency

PRT

InquiryRate

66

Quality

CRM

Avg LeadScore

169

Quality

EM

Click Rate

15

Quality

SEM

Click

106

Volume

SOC

Avg ViewPercentage

122

Quality

SOC

Video View

117

Volume

WEB

TrafficShare

145

Share

EVT

Avg LeadScore

150

Quality

PRT

Inquiry

159

Volume

CRM

Lead

168

Volume

EM

Click

99

Volume

SEO

BounceRate

113

Quality

SOC

ResponseSentiment

123

Quality

VID

Cost perClick

135

Efficiency

WEB

Action

140

Volume

EVT

Lead

149

Volume

RAD

Cost perInquiry

164

Efficiency

AFF

ROI

176

Efficiency

DPL

ConversionRate

97

Quality

EM

Revenue

184

Volume

SEM

ConversionRate

107

Quality

VID

Cost perAction

205

Efficiency

WEB

ConversionRate

144

Quality

EVT

Cost perClose

218

Efficiency

OOH

ConversionRate

154

Quality

RAD

Cost perOrder

230

Efficiency

TV

Conversion

232

Volume

AFF

Avg OrderValue

174

Quality

DPL

Conversion

178

Volume

MOB

Cost perInstall

191

Efficiency

SEM

Revenue

193

Volume

VID

ROI/ROAS

206

Efficiency

WEB

Conversion

207

Volume

EVT

ROI

219

Efficiency

OOH

Conversion

220

Volume

RAD

MediaEfficiency

231

Efficiency

TV

Revenue

233

Volume

AFF

ConversionRate

92

Quality

DPL

Revenue

179

Volume

MOB

Avg Revper User

190

Quality

SOC

Cost perAction

200

Efficiency

VID

Avg OrderValue

204

Quality

WEB

Revenue

208

Volume

EVT

CloseRate

217

Quality

OOH

Revenue

221

Volume

RAD

ConversionRate

163

Quality

CRM

Cost perConversion

239

Efficiency

AFF

Conversion

172

Volume

EM

Cost perAction

186

Efficiency

MOB

Conversion

188

Volume

SOC

ROI/ROAS

201

Efficiency

VID

ConversionRate

134

Quality

DM

Cost perOrder

213

Efficiency

EVT

Qual Rate

151

Quality

PRT

Cost perOrder

226

Efficiency

RAD

Conversion

228

Volume

CRM

ROI

240

Efficiency

EM

ROI

187

Efficiency

MOB

Revenue

189

Volume

SOC

Avg OrderValue

199

Quality

VID

Conversion

202

Volume

DM

ROI

214

Efficiency

EVT

Conversion

215

Volume

PRT

MediaEfficiency

227

Efficiency

RAD

Revenue

229

Volume

CRM

CloseRate

238

Quality

AFF

Revenue

173

Volume

SEM

Conversion

192

Volume

DPL

Cost perAction

181

Efficiency

EM

Avg OrderValue

185

Quality

SEM

Cost perAction

195

Efficiency

SOC

ConversionRate

124

Quality

VID

Revenue

203

Volume

DM

ConversionRate

147

Quality

EVT

Revenue

216

Volume

PRT

ConversionRate

160

Quality

TV

Cost perOrder

234

Efficiency

CRM

Qual Rate

170

Quality

EM

SubscriptionRate

242

Quality

EM

NetSubscription

241

Volume

MOB

RetentionRate

243

Quality

SOC

Cost perFollow

248

Efficiency

SOC

Cost perPage Like

247

Efficiency

SOC

ChannelSubscription

246

Volume

SOC

Follow

245

Volume

SOC

Page Like

244

Volume

WEB

RepeatVisit Rate

250

Quality

WEB

RepeatVisit

249

Volume

CRM

CLV

256

Quality

CRM

CustomerEffort

255

Quality

CRM

CustomerSatisfaction

254

Quality

CRM

RetentionRate

253

Quality

CRM

ProgramSignup

251

Volume

CRM

RepeatPurchase

252

Volume

SOC

Re-Share

260

Volume

SOC

Retweet

259

Volume

SOC

Share

258

Volume

SOC

Storyteller

257

Volume

WEB

ContentShare

261

Volume

CRM

NPS

263

Quality

CRM

Referral

262

Volume

AFF

CommissionRate

177

Efficiency

DPL

ROI/ROAS

182

Efficiency

EM

ConversionRate

101

Quality

SEM

ROI/ROAS

196

Efficiency

SOC

Conversion

197

Volume

DM

Conversion

211

Volume

OOH

Cost perOrder

222

Efficiency

PRT

Conversion

224

Volume

TV

MediaEfficiency

235

Efficiency

CRM

Conversion

236

Volume

AFF

Cost perAction

175

Efficiency

DPL

Avg OrderValue

180

Quality

EM

Conversion

183

Volume

SEM

Avg OrderValue

194

Quality

SOC

Revenue

198

Volume

WEB

Avg OrderValue

210

Quality

DM

Revenue

212

Volume

OOH

MediaEfficiency

223

Efficiency

PRT

Revenue

225

Volume

TV

ConversionRate

166

Quality

CRM

Revenue

237

Volume

WEB

ItemsPurchased

209

Volume

Awareness(1 - 90)

Engagement(91 - 171)

Conversion(172 - 240)

Loyalty(241 - 256)

Advocacy(257 - 263)

Objective(Index)

Volume

Reach2 AFF Channel

Color =Objective

SignalName

Index

Signal Type

Channel Abbreviations:

DPL - DisplaySEM - Paid SearchSEO - Organic Search

SOC - SocialWEB - WebsiteEM - Email

VID - VideoMOB - MobileAFF - Affiliate

TV - TelevisionPRT - PrintDM - Direct Mail

OOH - Out-of-homeRAD - RadioEVT - Event

PR - Public RelationsCRM - CRM and Loyalty

© Origami Logic, Inc. 2015 origamilogic.com

A Visualization of the Marketing Signals FrameworkPeriodic Table of Marketing Signals