You may come across new terms in the Framework. Below you'll find Framework element definitions; you can also view these descriptions underneath an element name in the Strategy Tab or by hovering over an element name in the Story Map tab.
|Goals||Why: The desired audience behavior change that is measurable against key performance indicators to determine incremental business value.|
|Story||What: The overarching message conveyed to the Audience. A story is made up of relevant topics that support your Goals.|
|Scene||What: The content and messages that make up your stories.|
|Audience Attributes||Who: The characteristics of the audience that define segmentation and individualize stories and scenes.|
|Reach||Where and When: The delivery channels(s) and touchpoint(s) where and when the Story is delivered and serviced to audiences.|
|Data||How: The information that powers audience attributes, story, and scene individualization|