Short Description Hive9 separates planning data from performance data into two logical layers — Plan and Measure. Understanding the split clarifies where to look for which information.
What this article answers
- Why Hive9 separates Plan and Measure.
- What lives in each.
- Why some attributes appear in both.
The split
Hive9 organizes data into two logical databases:
- Plan — what you plan to do. Plans, Campaigns, Programs, Tactics, Line Items, costs, custom attributes, owners, approval states.
- Measure — what actually happened. Performance data — responses, MQLs, SQLs, closed deals, pipeline, attribution metrics.
The split exists because planning and measurement operate on different rhythms and from different sources. Plan data is largely manual and approval-driven. Measure data largely comes from integrated systems and updates continuously.
[SCREENSHOT NEEDED — Diagram showing Plan and Measure as two layers connected by Tactic IDs]
What's in Plan
- Plans, Campaigns, Programs, Tactics, Line Items.
- Planned Cost and budget allocations.
- Custom attributes used for organizing and routing.
- Approval workflows and status.
- Owners and teams.
What's in Measure
- Performance metrics by Tactic — responses, MQLs, SQLs, closed deals, pipeline, revenue.
- Attribution model outputs.
- Dashboard aggregations.
- Integration-sourced data from CRM, marketing automation, web analytics, etc.
How they connect
The bridge between Plan and Measure is the Tactic — specifically, the Tactic's identity. When a performance event arrives (a response on a campaign, a closed deal attributed to a tactic), it's linked back to a Tactic in Plan. That linkage powers:
- ROI calculations (cost from Plan, revenue from Measure).
- Waterfall conversion calculations (responses → MQLs → SQLs → deals).
- Per-tactic and per-channel performance summaries.
Without that linkage, performance data is unattributed and can't roll up meaningfully.
Why some attributes show in both layers
A few attributes — Tactic Type, custom attributes used for segmentation, owning team — appear in both Plan and Measure dashboards because the segmentation cuts across both. Costs are on the Plan side; results are on the Measure side; the segmentation lets you slice both consistently.
What this means for your day-to-day
- Editing a Tactic's cost? That's Plan. Edits go through Plan approval workflows.
- Looking at MQLs by region? That's Measure. Most dashboards drawing on integration data live here.
- Seeing why ROI dropped? Likely a Plan-side cost change combined with a Measure-side performance shift. You'll look at both.
Common questions
Why doesn't editing a Tactic update my dashboards immediately? Dashboards aggregate from Measure, which has its own refresh cycle. Plan edits propagate when the Tactic is approved and the integration sync cycle picks it up.
Can I report on planned-only data without Measure being set up? Yes — Plan-side reports work standalone. Measure adds the performance dimension.
Do attribution models live in Plan or Measure? Attribution models are Measure-side constructs that operate on performance events as they flow in.
If a Tactic is deleted, what happens to its Measure data? The Measure data persists but becomes unattributed. Most dashboards filter out unattributed data, but the historical records remain accessible.
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