Goal/ Objectives  Specific, Measurable, Attainable, Relevant, Time-bound
Market Sizing & Market Share: What do we want to sell?
o    Current customers and prospects, by region/product. 
o    Models: Penetration, Next-product propensity model, Product lifecycle, Price-point analysis, Market Research.

Strategy
Target Audience: Who will buy this?
o    Define profiles and awareness of competition strength/gaps.
o    Models: Segmentation and seed Audiences, Traction (growth/opportunity) analysis.

Storytelling & Creative: Why will they buy it?
o    Engaging and relevant narrative/creative aligning with proposition, profiles and opportunity.
o    Models: Purchase reason (want/need, replace/upgrade/complementary), Modular asset/price customer journey (marketing funnel >sales pipeline journey > client management).

Tactics
Comms Channels: How are they listening?
o    Channel analysis of who is listening/engaging in which channels - most effective/£.
o    Models: Spend/engagement models (MMM, Channel Cascade/ROAS, Attribution).

Timing: When will they buy it?
o    Hitting the window of opportunity is key to nudge further down the funnel/pipeline.
o    Models: See/Think/Do Always-on Sniper, Broadcast timing, Repeat warm-up, Seasonal targets.

Physical Location: Where will they buy it?
o    Will they buy on-line or instore, direct or elsewhere? Can we change this habit?
o    Models: Purchase channel stickiness, Wasted spend scrubber, Catchment analysis.

Intelligence
Outcomes: Did it work?
o    Compare KPIs to the definitions of success laid down in the Objectives and Campaign spec.
o     Models: Automatic BI dashboards, Decision Engine that reacts to real results.

Learning: What’s been learnt?
o    Test & Control drives incremental tactical improvements and strategic decisions.
o     Models: Flip/Flop testing, Automatic feedback loops.