In building the AudetteMedia Cube, Audette used a scale of 1 to 100, rating SEO, content, blogging, online PR, PPC and more on three criteria. "Once priorities are set, it is possible to make an initial budget allocation of resources to the tactics that are most likely to produce desired results," he writes. "This will inevitably shift over time as results are monitored and measured, but it provides an informed way to begin the implementation process."