- Establish the campaign's desired outcomes in detail, based on current organizational goals.
Knowing what you want your new BT campaign to accomplish provides the best possible basis for making it successful. For example, if building brand awareness is primary, you'll want a campaign with big reach that attracts more traffic, but if closing immediate sales seems more important, you'd be better off going for generating clicks on the "Buy Now" button. It's only by referring to highly specific goals that you can know if you're making the right campaign choices.

At the same time, it's important to recognize that others in your organization may have their own goals, which may differ in some degree from yours. To the extent you can craft a campaign that helps others reach their goals, too, you enhance your position and credibility within the organization.

- Determine how you are going to measure the success of this campaign.
With its outcomes identified, you can and should develop specific measures of the campaign's accomplishments. If you want branding reach, count impressions. If you are seeking strong promotion, watch the number of clickthroughs. Calculate the effectiveness of your creative by tabulating deep website visits.

- Plan for maximum learning from the results of your campaign.
Your team can learn a lot from a BT campaign, but only if you position yourselves to learn it. Once you understand what insights you are looking for, correlate them with the specific data available. Remember, you can't legitimately draw conclusions that are any more precise than the granularity of the data you're analyzing. Also, it's important to recognize your organization's (and your BT network's) level of sophistication, so you can align your learning expectations and capabilities with the returning data from your campaign.