The gaps in your creative matrix, named.
Every running asset is coded in the creative graph by format, message angle, proof type, offer and audience. Performance is read along those dimensions rather than per asset, so a strong angle can be told apart from a strong format. Cells the data points at — an angle never cut as vertical video, a proof type never paired with a high-intent audience — are surfaced as named, briefed tests. None is presented as a guaranteed lift; each carries a sample size and a read date.
Dimensions, not asset rankings
A leaderboard ranks files. It cannot separate the angle from the format from the audience, because every asset is one point on all three at once. Scoring the attributes apart gives a brief a designer or an editor can act on: this angle, in this format, for this audience.
Coverage first, then novelty
Untested combinations adjacent to proven ones are checked before anything unfamiliar is proposed. Adjacent cells carry the strongest prior and the lowest production cost. Generation is one step inside this loop, not the point of it.
Fatigue sets the queue
Frequency, a decaying conversion rate per impression and falling first-view engagement mark an asset as fatigued. Replacements are drawn from the gap list and queued before the decline rather than after it. The incumbent keeps running until the test reads.
In this capability
- Format and angle coding
- Coverage gap matrix
- Briefed test proposals
- Fatigue-driven replacement queue
Insights
The rest of Insights
Daily Brief
Spend, new customers, credited revenue, collected revenue and gross profit, plus the changes large enough to decide on today.
Opportunities
Ranked by the budget engine's expected value and by evidence grade, not by whichever number happened to move most.
Anomalies
Spend, delivery, conversion, sales quality and collected revenue, each judged against its own baseline range.
Channel Opportunities
Channels and markets where experiment evidence, not credited performance, supports putting more money in.
Explain Action
A plain-language account of any proposed or executed action, with the evidence bundle it was decided on attached.
One goal. Every channel. Real business truth.
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