PRF: Performance Marketing

Document Type

Code: PRF
Name: Performance Marketing
Domain: Brand & Marketing

Abstract

This specification defines the Performance Marketing document type within the BSpec 1.0 Universal Business Specification Standard. It establishes normative requirements, structured templates, and implementation guidance for organizations documenting performance marketing within the brand-marketing domain. This specification enables systematic, machine-readable documentation that supports strategic planning, operational execution, and organizational alignment.

Purpose and Scope

The Performance Marketing document defines data-driven marketing strategies focused on measurable outcomes and return on investment. It establishes performance frameworks that optimize marketing spend, maximize conversions, and deliver accountable results through systematic testing, measurement, and optimization across all marketing channels.

Document Metadata Schema

---
id: PRF-{performance-area}
title: "Performance Marketing — {Performance Focus or Channel}"
type: PRF
status: Draft|Review|Approved|Active|Deprecated
version: 1.0.0
owner: Performance-Marketing-Manager|Digital-Marketing-Manager|Growth-Manager
stakeholders: [marketing-team, analytics-team, growth-team, finance-team]
domain: brand-marketing
priority: Critical|High|Medium|Low
scope: performance-marketing
horizon: tactical
visibility: internal

depends_on: [CHN-*, CAM-*, ANA-*, CUS-*]
enables: [LED-*, CON-*, ROI-*, GRO-*]

performance_channels: [paid search, paid social, display, email, affiliate]
attribution_model: [first-touch, last-touch, multi-touch, data-driven]
optimization_strategy: [conversion rate, cost per acquisition, lifetime value]
testing_framework: [A/B testing, multivariate testing, holdout tests]
measurement_approach: [real-time tracking, cohort analysis, incrementality]
roi_targets: [target ROAS, CAC payback period, LTV:CAC ratio]

success_criteria:
  - "Performance marketing delivers measurable ROI and business outcomes"
  - "Optimization strategies improve efficiency and reduce acquisition costs"
  - "Data-driven approach enables scalable and predictable growth"
  - "Performance insights inform broader marketing strategy and decisions"

assumptions:
  - "Conversion tracking and analytics infrastructure properly implemented"
  - "Clear attribution model established and stakeholder-aligned"
  - "Performance marketing budget flexibility for optimization"

constraints: [Budget, tracking, and attribution constraints]
standards: [Performance measurement and optimization standards]
review_cycle: monthly
---

Content Structure Template

# Performance Marketing — {Performance Focus or Channel}

## Executive Summary
**Purpose:** {Brief description of performance marketing scope and objectives}
**Performance Channels:** {Paid search, paid social, display, email, affiliate}
**Attribution Model:** {First-touch, last-touch, multi-touch, data-driven}
**Optimization Strategy:** {Conversion rate, cost per acquisition, lifetime value}

## Performance Marketing Framework

### Performance Philosophy
- **Data-Driven Decision Making:** {All marketing decisions based on performance data}
- **Measurable Outcomes Focus:** {Optimizing for specific, measurable business outcomes}
- **Continuous Optimization:** {Constant testing and improvement of marketing performance}
- **ROI Accountability:** {Every marketing dollar justified by demonstrable return}

### Performance Foundation
    ```yaml
    performance_strategy:
      performance_objectives:
        growth_targets: [customer acquisition, revenue growth, market share]
        efficiency_targets: [cost per acquisition, return on ad spend, conversion rates]
        quality_targets: [customer lifetime value, retention rates, engagement quality]
        scalability_targets: [sustainable growth rates, channel diversification]
    
      measurement_framework:
        primary_metrics: [key performance indicators driving business outcomes]
        secondary_metrics: [supporting metrics providing optimization insights]
        leading_indicators: [metrics predicting future performance trends]
        lagging_indicators: [metrics confirming performance outcomes]
    
      optimization_approach:
        testing_philosophy: {systematic approach to testing and learning}
        optimization_priorities: [highest impact optimization opportunities]
        resource_allocation: {how to allocate resources for maximum performance}
        scaling_methodology: {how to scale successful performance tactics}
    ```

### Performance Marketing Architecture
- **Channel Portfolio:** {Mix of performance channels and their strategic roles}
- **Funnel Optimization:** {Optimizing each stage of the marketing funnel}
- **Attribution Strategy:** {Understanding multi-touch customer journeys}
- **Technology Stack:** {Tools and systems enabling performance marketing}

## Paid Acquisition Strategy

### Paid Search Marketing
    ```yaml
    paid_search:
      platform_strategy:
        google_ads: {search, shopping, display, YouTube advertising}
        microsoft_ads: {Bing search and partner network advertising}
        amazon_advertising: {sponsored products, brands, display on Amazon}
        apple_search_ads: {App Store search advertising for mobile apps}
    
      campaign_structure:
        keyword_strategy: {keyword research, selection, and bidding approach}
        ad_group_organization: {logical grouping of keywords and ads}
        landing_page_alignment: {matching ads to optimized landing pages}
        quality_score_optimization: {improving ad relevance and landing page experience}
    
      optimization_tactics:
        bid_management: {automated and manual bidding strategies}
        negative_keywords: {preventing irrelevant traffic and wasted spend}
        ad_testing: {testing headlines, descriptions, and extensions}
        audience_targeting: {demographic, interest, and behavioral targeting}
    ```

### Paid Social Marketing
- **Platform Mix:** {Facebook, Instagram, LinkedIn, Twitter, TikTok advertising}
- **Creative Strategy:** {Developing high-performing social media creative}
- **Audience Targeting:** {Leveraging platform data for precise targeting}
- **Campaign Optimization:** {Optimizing campaigns for social platform algorithms}

### Display and Programmatic Advertising
    ```yaml
    display_advertising:
      programmatic_strategy:
        demand_side_platforms: {DSPs for automated ad buying}
        real_time_bidding: {optimizing bids in real-time auctions}
        audience_segmentation: {creating targeted audience segments}
        creative_optimization: {dynamic creative optimization and testing}
    
      retargeting_campaigns:
        website_retargeting: {re-engaging website visitors}
        customer_list_retargeting: {targeting existing customer lists}
        lookalike_audiences: {finding similar audiences to best customers}
        sequential_messaging: {progressive messaging for nurturing prospects}
    
      brand_safety:
        placement_controls: {ensuring ads appear in appropriate contexts}
        content_verification: {verifying ad placement quality}
        fraud_prevention: {protecting against invalid traffic and fraud}
        viewability_optimization: {ensuring ads are actually viewable}
    ```

## Conversion Rate Optimization

### CRO Strategy Framework
    ```yaml
    conversion_optimization:
      optimization_methodology:
        conversion_audit: {comprehensive analysis of conversion barriers}
        hypothesis_development: {creating testable optimization hypotheses}
        test_prioritization: {prioritizing tests by impact and effort}
        implementation_roadmap: {systematic approach to implementing optimizations}
    
      testing_framework:
        a_b_testing: {testing single variables for statistical significance}
        multivariate_testing: {testing multiple variables simultaneously}
        split_url_testing: {testing completely different page experiences}
        personalization_testing: {testing personalized vs. generic experiences}
    
      optimization_areas:
        landing_page_optimization: {improving landing page conversion rates}
        checkout_optimization: {reducing cart abandonment and friction}
        form_optimization: {improving form completion and lead capture}
        email_optimization: {optimizing email campaigns for conversions}
    ```

### User Experience Optimization
- **Page Speed Optimization:** {Improving load times for better conversion rates}
- **Mobile Optimization:** {Optimizing for mobile user experience and conversions}
- **Trust Signal Optimization:** {Adding elements that build customer trust}
- **Personalization Strategy:** {Delivering personalized experiences that convert better}

### Testing and Experimentation
    ```yaml
    experimentation_framework:
      test_planning:
        hypothesis_formation: {creating clear, testable hypotheses}
        success_metrics: {defining what constitutes test success}
        sample_size_calculation: {ensuring statistical significance}
        test_duration_planning: {determining optimal test length}
    
      test_execution:
        traffic_allocation: {properly splitting traffic between variations}
        bias_prevention: {preventing selection and confirmation bias}
        data_collection: {gathering clean, reliable test data}
        external_factor_monitoring: {accounting for external influences}
    
      results_analysis:
        statistical_significance: {ensuring results are statistically valid}
        practical_significance: {determining business impact of results}
        segmentation_analysis: {understanding results across different segments}
        learning_documentation: {capturing insights for future optimization}
    ```

## Attribution and Analytics

### Attribution Modeling
    ```yaml
    attribution_strategy:
      attribution_models:
        first_touch: {crediting first touchpoint with conversion}
        last_touch: {crediting final touchpoint with conversion}
        linear_attribution: {equal credit to all touchpoints}
        time_decay: {more credit to recent touchpoints}
        position_based: {more credit to first and last touchpoints}
        data_driven: {algorithmic attribution based on historical data}
    
      implementation_approach:
        model_selection: {choosing attribution model based on business needs}
        data_requirements: {ensuring proper data collection for attribution}
        technology_setup: {implementing attribution tracking technology}
        stakeholder_alignment: {ensuring organization understands chosen model}
    
      attribution_insights:
        customer_journey_analysis: {understanding multi-touch customer paths}
        channel_interaction_effects: {how channels influence each other}
        optimization_opportunities: {where to invest based on attribution data}
        budget_allocation_guidance: {using attribution to guide budget decisions}
    ```

### Performance Analytics
- **Real-Time Dashboards:** {Monitoring performance metrics in real-time}
- **Cohort Analysis:** {Understanding customer behavior over time}
- **Incrementality Testing:** {Measuring true incremental impact of marketing}
- **Predictive Analytics:** {Using data to predict future performance}

### Advanced Measurement
    ```yaml
    advanced_analytics:
      incrementality_measurement:
        holdout_testing: {withholding marketing from control groups}
        geo_testing: {testing marketing impact across different regions}
        time_based_testing: {measuring impact through temporal variations}
        causal_inference: {determining true causal impact of marketing}
    
      lifetime_value_analysis:
        clv_calculation: {calculating customer lifetime value}
        cohort_analysis: {tracking customer value over time}
        churn_prediction: {predicting and preventing customer churn}
        value_optimization: {optimizing for long-term customer value}
    
      marketing_mix_modeling:
        statistical_modeling: {using statistics to understand marketing effectiveness}
        media_saturation_curves: {understanding diminishing returns}
        competitive_impact_analysis: {measuring competitive influence}
        scenario_planning: {modeling different marketing investment scenarios}
    ```

## Performance Optimization

### Optimization Strategy
    ```yaml
    optimization_approach:
      optimization_priorities:
        high_impact_opportunities: [optimizations with biggest potential impact]
        quick_wins: [easy optimizations with immediate results]
        long_term_investments: [optimizations requiring sustained effort]
        experimental_initiatives: [testing new optimization approaches]
    
      resource_allocation:
        optimization_budget: {budget specifically allocated for testing and optimization}
        team_allocation: {human resources dedicated to optimization efforts}
        technology_investment: {tools and platforms for optimization}
        external_partnerships: {agencies or consultants for specialized optimization}
    
      optimization_workflow:
        opportunity_identification: {systematic process for finding optimization opportunities}
        hypothesis_development: {creating testable optimization hypotheses}
        test_execution: {implementing and running optimization tests}
        results_implementation: {rolling out successful optimizations}
    ```

### Channel-Specific Optimization
- **Search Engine Marketing:** {Optimizing paid search campaigns for performance}
- **Social Media Advertising:** {Optimizing social media campaigns and creative}
- **Email Marketing:** {Optimizing email campaigns for engagement and conversion}
- **Content Marketing:** {Optimizing content for performance marketing objectives}

### Technology and Automation
    ```yaml
    technology_optimization:
      automation_opportunities:
        bid_automation: {automated bidding for optimal performance}
        ad_automation: {automated ad creation and optimization}
        audience_automation: {automated audience creation and targeting}
        budget_automation: {automated budget allocation across channels}
    
      machine_learning_applications:
        predictive_modeling: {predicting customer behavior and value}
        dynamic_optimization: {real-time optimization based on performance}
        anomaly_detection: {automatically detecting performance anomalies}
        recommendation_engines: {personalized recommendations for optimization}
    
      integration_optimization:
        data_integration: {connecting data sources for comprehensive view}
        platform_integration: {connecting marketing platforms for efficiency}
        workflow_automation: {automating repetitive optimization tasks}
        reporting_automation: {automated performance reporting and alerts}
    ```

## ROI and Financial Performance

### ROI Measurement Framework
    ```yaml
    roi_metrics:
      primary_roi_metrics:
        - metric: {Return on Ad Spend (ROAS)}
          calculation: {revenue / advertising spend}
          targets: {target ROAS by channel and campaign}
          optimization: {strategies for improving ROAS}
    
        - metric: {Customer Acquisition Cost (CAC)}
          calculation: {total acquisition spend / new customers acquired}
          benchmarking: {CAC benchmarks by industry and channel}
          payback_period: {time to recover customer acquisition investment}
    
      profitability_analysis:
        gross_margin_impact: {understanding true profitability after marketing costs}
        lifetime_value_roi: {ROI calculated using customer lifetime value}
        contribution_margin: {marketing contribution to overall business margin}
        break_even_analysis: {understanding break-even points for marketing spend}
    
      budget_optimization:
        channel_allocation: {optimizing budget allocation across channels}
        campaign_allocation: {optimizing budget within channels}
        temporal_allocation: {optimizing budget timing and seasonality}
        incremental_investment: {determining optimal total marketing investment}
    ```

### Financial Planning and Forecasting
- **Performance Forecasting:** {Predicting future marketing performance and ROI}
- **Budget Planning:** {Planning marketing budgets based on performance data}
- **Investment Scenarios:** {Modeling different investment levels and expected returns}
- **Financial Reporting:** {Regular reporting on marketing financial performance}

### Scale and Growth Strategy
    ```yaml
    scaling_strategy:
      growth_planning:
        scalability_assessment: {determining which channels can scale profitably}
        growth_constraints: {identifying limiting factors to growth}
        investment_requirements: {resources needed to scale performance marketing}
        risk_management: {managing risks associated with scaling marketing spend}
    
      market_expansion:
        geographic_expansion: {expanding performance marketing to new markets}
        audience_expansion: {targeting new customer segments}
        channel_expansion: {adding new performance marketing channels}
        product_expansion: {performance marketing for new products/services}
    
      competitive_strategy:
        competitive_intelligence: {monitoring competitor performance marketing}
        market_share_growth: {using performance marketing to gain market share}
        defensive_strategies: {protecting market position through performance marketing}
        differentiation_tactics: {standing out in competitive performance marketing landscape}
    ```

## Validation
*Evidence that performance marketing delivers measurable ROI, improves efficiency, and enables scalable growth*

## Quality Standards

### Bronze Level (Minimum Viable)
- [ ] Basic performance marketing strategy with key channels and measurement
- [ ] Simple optimization approach and basic ROI tracking
- [ ] Basic attribution model and performance reporting
- [ ] All required metadata fields completed

### Silver Level (Investment Ready)
- [ ] Comprehensive performance marketing strategy with advanced measurement
- [ ] Structured optimization framework with systematic testing
- [ ] Active performance management with advanced analytics and attribution
- [ ] Regular strategy review and optimization based on performance data

### Gold Level (Operational Excellence)
- [ ] Advanced performance marketing capabilities with sophisticated optimization
- [ ] Comprehensive performance ecosystem with predictive analytics and automation
- [ ] Performance marketing excellence with industry-leading efficiency and ROI
- [ ] Strategic performance marketing driving scalable business growth

## Common Pitfalls

1. **Attribution oversimplification**: Using overly simple attribution models that miss customer journey complexity
2. **Short-term optimization**: Optimizing for immediate conversions at expense of long-term value
3. **Channel siloes**: Optimizing channels independently without considering cross-channel effects
4. **Testing impatience**: Making decisions before achieving statistical significance

## Success Patterns

1. **Holistic optimization**: Optimizing entire customer journey rather than individual touchpoints
2. **Long-term value focus**: Balancing immediate ROI with customer lifetime value
3. **Systematic testing**: Rigorous testing methodology that generates reliable insights
4. **Data-driven culture**: Organization-wide commitment to data-driven marketing decisions

## Relationship Guidelines

### Typical Dependencies
- **CHN (Channels)**: Channel strategy provides foundation for performance marketing
- **CAM (Campaigns)**: Campaign frameworks guide performance marketing execution
- **ANA (Analytics)**: Analytics capabilities enable performance measurement and optimization
- **CUS (Customer)**: Customer insights drive performance marketing targeting and optimization

### Typical Enablements
- **LED (Lead Generation)**: Performance marketing drives efficient lead generation
- **CON (Conversions)**: Performance optimization improves conversion rates and quality
- **ROI (Return on Investment)**: Performance marketing demonstrates and improves marketing ROI
- **GRO (Growth)**: Performance marketing enables scalable, measurable business growth

## Document Relationships

This document type commonly relates to:

- **Depends on**: CHN (Channels), CAM (Campaigns), ANA (Analytics), CUS (Customer)
- **Enables**: LED (Lead Generation), CON (Conversions), ROI (Return on Investment), GRO (Growth)
- **Informs**: Marketing strategy, budget allocation, growth planning
- **Guides**: Marketing optimization, channel investment, testing priorities

## Validation Checklist

- [ ] Executive summary with clear purpose, channels, attribution model, and optimization strategy
- [ ] Marketing framework with philosophy, foundation, and architecture
- [ ] Paid acquisition strategy with search, social, and display advertising approaches
- [ ] Conversion rate optimization with strategy framework, UX optimization, and testing
- [ ] Attribution and analytics with modeling, performance analytics, and advanced measurement
- [ ] Performance optimization with strategy, channel-specific optimization, and technology
- [ ] ROI and financial performance with measurement framework, planning, and scaling strategy
- [ ] Validation evidence of measurable ROI delivery, efficiency improvement, and scalable growth enabling

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## Related Documents

- [Back to Document Types](/docs/document-types)
- [Domain: Brand & Marketing](/docs/domains/brand-marketing)
- [Full Specification](/spec/v1-0-0)