CRITERIA – A Framework for Digital Marketing Decisions

Summary: CRITERIA is a 23-page PDF guide that helps marketers structure digital campaigns across awareness, transition, and conversion stages to improve performance analysis and budget decisions.

What it does

It explains how to design marketing funnels and optimize campaigns beyond isolated metrics by structuring efforts across the funnel stages.

Who it's for

Marketers managing digital campaigns and advertising budgets seeking a strategic approach to campaign design and analysis.

Why it matters

It addresses the common issue of optimizing campaigns without properly designing the funnel first.