This new tool aims to make better sense of marketing signals

This new tool aims to make better sense of marketing signals
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


For marketers struggling to make sense of information and properly manage multiple campaigns a new tool has launched this week that its owners claim will simplify the job.

The Marketing Signals Framework will, claims Origami Logic, allow for better organisation and prioritisation of the overwhelming amount of signals that marketing organisations need to understand in order to properly manage both online  and offline channels.

Such signals are defined as the actions audiences take in response to marketing activities – such as ad clicks, video views, website visits and post shares, as well as the thousands of metrics that marketing platforms generate – such as click through rates and average time on site.

Each signal is defined by the 2015 Marketing Signals Framework with a variety of attributes including channel, objective and signal type. The Framework then allows marketers to easily identify the signals that matter based on the objective that they have for a particular campaign or marketing activity and how they want to quantify success.

This means for instance that a marketer wanting to focus on engagement and efficiency would use the Marketing Signals Framework to see that they should concentrate on measuring cost per click and cost per engagement as their 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,” said Opher Kahane, co-founder and CEO of Origami Logic. “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.”

The Marketing Signals Framework will be updated to reflect market changes. The Periodic Table of Marketing Signals is available here.

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