The mix · The sequence · Element
The lag
How long before an earlier channel enables a later one.
The part
What it is
Awareness accumulates slowly and decays slowly. The delay before it shows in capture performance is typically several months.
Plans that assume a quarter are the reason brand investment is judged to have failed before it could have worked.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the sequence
The order
What is done first.
LearnThe premature
Channels launched before their precondition existed.
Learn