By organizing key signals across all marketing channels, this framework helps marketers understand which signals are key to their specific campaigns’ 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.

The Periodic Table of Marketing Signals is a visual representation of the Marketing Signals Framework and organizes signals across marketing channels according to three specific dimensions:

• Channel: The single channel where the marketing activity is executed. It can be digital (e.g., display, paid search, social) or offline (e.g., print, TV, radio).
• Objective: The specific business objective of the campaign or activity. Signals are categorized by the following objectives: awareness, engagement, conversion, loyalty, and advocacy.
• Signal Type: The approach used to quantify campaign success. Signals are organized by volume, quality, efficiency and shares.