The customer decision
Make eligibility, costs and limitations visible with an accountable review process.
Content and journey requirements
Separate education from application journeys. Keep identity and financial data out of URLs and model prompts. Qualified reviewers should approve promotional claims.
Measurement that fits the sector
Use valid applications and approved outcomes as separate events. A submit is not approval or funded revenue.
Your working brief
Describe the actual offer, customer segment and process after the first enquiry. Include verified claims, approved assets, service coverage and restrictions on customer data. Name the subject reviewer and the person responsible for acting on new demand.
A controlled launch
The channel mix should follow the brief. Before increasing budgets, review lead quality, duplicate events, response ownership and fulfilment. Keep campaign tasks and approvals linked to the original objective, and document the evidence behind each change.