Issue Log

Document tracking active issues. A working definition from the RGM marketing glossary.

Schematic — Issue Log

Document tracking active issues.

Failure modes to watch

Start here.Teams slip on Issue Log in four familiar ways. Each makes a soft assumption look like a precise number.

One-size thinking. Using Issue Log flat across every segment. The right cut differs by channel and margin.
No context. Reporting Issue Log with no baseline. A bare number cannot be judged.
Chasing the word. Optimizing Issue Log for its own sake. Check it tracks a real outcome.
Bad compares. Benchmarking Issue Log with no adjustment. Account for the model differences first.

What is Issue Log?

Document tracking active issues. Agree the scope of Issue Log before the planning starts.

Why does Issue Log matter for marketers?

Issue Log shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.

How is Issue Log used in practice?

Teams put Issue Log to work on a spend split, a metric, or a head-to-head call. See the Duolingo walk-through above.

What is the most common mistake with Issue Log?

Chasing Issue Log as a goal and benchmarking it raw. Both bury the real trade-off underneath.

What is Issue Log?: Document tracking active issues. Agree the scope of Issue Log before the planning starts.
Why does Issue Log matter for marketers?: Issue Log shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.
How is Issue Log used in practice?: Teams put Issue Log to work on a spend split, a metric, or a head-to-head call. See the Duolingo walk-through above.