The KPI framework decides what WCN actually measures — a north-star metric, the funnel beneath it, and targets everyone can see. Clear metrics turn marketing from opinion into a system that learns.

NORTH-STAROne metric FUNNELStaged TARGETSVisible OWNERPer stage

F01.1 · NORTH-STAR

One number above all.

A single north-star metric captures the value WCN delivers — the one number the whole team can rally behind. Everything else is a supporting input to it.

F01.2 · FUNNEL STAGES

From stranger to advocate.

The funnel names each stage — aware, engaged, signed up, active, advocate — with one metric per stage. Naming the stages is what lets the team see where growth leaks.

F01.3 · TARGETS

Numbers, in the open.

Each metric has a target and a current value, visible to everyone. Public targets create honest accountability and stop debates about whether something is working.

F01.4 · OWNERSHIP

Every metric has a name.

Each KPI has a single owner responsible for moving it. A metric without an owner is a metric nobody improves — accountability is what makes the framework live.

Attribution answers the oldest question in marketing — what actually drove this? A clear model, mapped channels and honest touchpoint tracking keep spend pointed at what works, not what’s loudest.

MODELDefined CHANNELSMapped TOUCHTracked HONESTNo double-count

F02.1 · THE MODEL

One agreed model.

WCN picks one attribution model — multi-touch by default — and applies it consistently. The model is imperfect by nature; consistency is what makes its trends trustworthy.

F02.2 · CHANNELS

Every source, tagged.

All channels use a consistent UTM and naming scheme so traffic sorts cleanly. Messy tagging is the most common reason attribution data can’t be trusted.

F02.3 · TOUCHPOINTS

The whole path.

The model captures the full path from first touch to conversion, not just the last click. Seeing the assist channels stops WCN defunding what quietly drives demand.

F02.4 · TOOLING

One source of truth.

Attribution lives in one analytics stack feeding the dashboard (F05), not five tools that disagree. A single pipeline means the team argues about decisions, not data.

Brand tracking measures the things attribution can’t — awareness, sentiment, loyalty. Regular NPS and brand surveys, benchmarked over time, tell WCN whether the brand is actually getting stronger.

NPSTracked SURVEYCadenced BENCHOver time REPORTShared

F03.1 · NPS

Would they recommend us.

Net Promoter Score gives a single, comparable read on loyalty. The number matters less than its trend and the verbatim comments behind it, which say why.

F03.2 · SURVEY CADENCE

A steady pulse.

Brand surveys run on a fixed cadence — the same questions, the same way — so results compare cleanly quarter to quarter. Ad-hoc surveys can’t show a trend.

F03.3 · BENCHMARKS

Against ourselves.

Each metric is benchmarked against WCN’s own history first, and the category where data exists. Progress against last quarter is the honest measure of brand health.

F03.4 · REPORTING

Shared, and acted on.

Results go to the whole team with one or two clear takeaways, not a 40-slide deck. Tracking only matters if it changes a decision next quarter.

Split testing replaces “I think” with “we tested.” A consistent A/B system, real hypotheses, honest significance, and an archive of results make WCN’s marketing compound its learning over time.

SYSTEMA/B HYPOTHESISRequired STATSSignificance ARCHIVEKept

F04.1 · A/B SYSTEM

One way to test.

A shared method covers what can be tested — pages, emails, ads — and how. One system means results are comparable and nobody reinvents the testing wheel each time.

F04.2 · HYPOTHESIS

A reason, before a test.

Every test starts with a written hypothesis — what we change, what we expect, why. Testing without a hypothesis produces noise; a clear one produces a learning either way.

F04.3 · SIGNIFICANCE

Sure, not hopeful.

Tests run to a pre-set sample and significance threshold before a winner is called. Stopping early on a hopeful trend is how teams fool themselves with random noise.

F04.4 · ARCHIVE

Learning that compounds.

Every test — win, lose or flat — is logged with its hypothesis and result. The archive stops WCN re-running settled questions and turns testing into accumulating knowledge.

The reporting dashboard brings every metric into one trusted view — live numbers, a weekly narrative, and clean data sources. It is where the framework, attribution and tracking all come together to drive decisions.

DASHBOARDLive REPORTWeekly SOURCESClean DRIVESDecisions

F05.1 · LIVE DASHBOARD

Always current.

A live dashboard shows the north-star, funnel and channel metrics against target, refreshed automatically. Anyone can check the state of the business without asking.

F05.2 · WEEKLY REPORT

Numbers, with a story.

A short weekly report adds narrative to the dashboard — what moved, why, and what we’ll do. Data without interpretation is trivia; the narrative is what drives action.

F05.3 · DATA SOURCES

Clean inputs.

The dashboard pulls from the single attribution stack and product analytics, with definitions documented. Trusted outputs require disciplined, documented inputs.

F05.4 · CADENCE

A rhythm of review.

Weekly team review, monthly deep-dive, quarterly against strategy. The cadence turns the dashboard from a screen people glance at into a habit that steers the work.