I would make it a requirement of every campaign to not only have the measurable outputs it’s looking for, not only to have the business-related outcomes they’re looking for, but the intangible educational/informational outcomes that give you some good insights about your company, brand, campaign, and tactics that you couldn’t really put into a particular measurement plan. Things that you may have suspected or may have had no clue about that really add a personal dimension to people exposed to the campaign.

Outcomes like:
- This target audience doesn’t like message style X
- Time of day/day of week really seems to be important/seems to affect results

And then there’s the ones that weren’t really part of the campaign, but exposes things in the company that needed to be addressed:
- Oh, I guess funnel/process A really is quite broken
- Now that we have all these emails we collected, we really don’t have a focused way to market to them
- Looks like we didn’t set up enough segments/custom reports for referring traffic/campaigns

Those last set of outcomes are my favorite – we’ve used data from a campaign to gather insights about internal processes and procedures that will make every campaign going forward more successful. Anyone can fill the bucket, but it takes some good observations to fix the leaks.