Teams cannot clearly define what success looks like.
Defining what success looks like after a campaign launches means you're measuring backward. Pre-defined KPIs create accountability, enable optimization, and prevent gut-feel from passing as analysis.
Hopkins: "Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make."
• “It feels like it’s working”
Owned — Teams don’t know success metrics.
Earned — PR success measured subjectively.
Paid — Spend tracked without ROI.
Analytics — KPIs defined after launch.
AI — AI outputs evaluated emotionally, not empirically.
• Define KPIs before launch
