Bring back the art of planning

Over the past two decades, the art of planning has become lost in a sea of data. With platforms like Meta and Google dictating campaign structures through pre-defined segmentation, such as age, gender, and interests, many brands became over reliant on these partners to drive results.  While this approach worked for a while, it meant most brands stopped prioritising what really matters: the customer experience. Today, a mature measurement approach is key to embedding growth in your success criteria. If you want to shift from relying on default segmentation and regain control of your campaigns, start by adopting these four planning principles: 

1. Understand your customer’s motivations and needs 

It’s time to dig deeper than demographics. What truly drives your customers? What are the key moments or triggers that influence their decision-making? Knowing the answers helps you create more targeted, impactful campaigns that speak directly to their needs.  

2. Consider the context 

Context is everything. Your customers are at different stages of their journey, and your messaging should evolve with them. Whether they’re just starting to explore or ready to buy, tailor your approach to match where they are, and you’ll increase relevance and impact. 

3. Create a compelling narrative

People connect with stories. Build a narrative that resonates with your audience, one that speaks to their pain points, desires, and aspirations. Craft a story that flows naturally across every touchpoint, keeping your messaging consistent yet fresh as the journey unfolds. 

4. Report and iterate

Planning doesn’t end when the campaign is live. Use data to measure performance and make ongoing adjustments. Continuously refine your approach to optimize results, learning from every campaign to improve your next move. 

Lay the groundwork for campaigns that truly drive growth 

To succeed, brands must go back to the fundamentals: understanding the customer, tailoring the experience, and using data to iterate. Get the full roadmap in From Outputs to Outcomes - your guide to smarter measurement.