Initiatives, approvals, and measurement - Lantern

Marketing initiatives connect a signal or request to a plan, specialist run, Project artifact, and measured outcome.

Initiative lifecycle

An initiative can move through investigation, planning, review, approval, execution, measurement, completion, cancellation, and archive. The available next state depends on the current state. Blocked work should record the blocker and return to planning when the plan needs revision.

Review cards

LanternIQ creates review cards for governed changes such as a new initiative, an initiative revision, a strategic decision, an execution approval, or a tracked prompt cohort. Review the summary, expected consequences, evidence, owner, success metric, and any allowance impact. Add an optional note, then approve or dismiss the proposal.

Measurement plans

A measurable initiative defines the metric, source, baseline window, verification window, target direction, and materiality threshold before execution. Results are reported as improved, flat, declined, or inconclusive. An initiative can state why measurement is not applicable when no responsible comparison is available.

Attribution

Lantern does not claim that an initiative caused an outcome unless the measurement design supports causal attribution. Most results describe movement observed after the initiative.