Why this hub exists
Most marketing reports answer the wrong question with great confidence. A dashboard shows reach, clicks and a return figure, and the board still cannot tell whether the campaign changed anything. The problem is rarely a lack of data. It is a missing link between the framework used to plan the work, the decision the work was meant to support and the evidence that can honestly show what happened.
These guides make that link. Each one takes a framework or a measure that buyers, boards and finance teams ask about, explains what it is for, and then sets out what to measure, how to read it and where it stops being useful. SOSTAC organises a plan. RACE follows the customer from first contact to repeat business. Brand measurement looks at memory and perception. Effectiveness measurement asks what the activity added. Industry scorecards then bring in the commercial context of your sector.
How to use the guides
Start with the decision in front of you, not the framework. If you are choosing between a newspaper page and a digital campaign, read the advertising guides first. If a board member asks whether the brand is getting stronger, start with salience and mental availability. If finance wants to know when acquisition pays back, go to the digital group. Every guide links to the next question you are likely to ask, so you can follow the thread rather than read in order.
The worked examples use fictional companies and are labelled that way. External definitions and methods are cited at the foot of each guide. Nothing here describes a Quiamo client result, and no guide pretends that one number can stand in for sales or profit.
Where Quiamo comes in
We use these frameworks every week when we plan brand strategy, media, corporate communications and measurement for clients. If you would rather talk the problem through than read about it, send us a brief. The first call is free, and you will leave it knowing which measures fit your decision and which ones would only decorate a report.
