Architecture
Data flow
- Media platforms → automated connectors
- Verified delivery from adserver + third-party verification
- Warehouse in BigQuery (partitioned & documented)
Model
- Common dimensions: date, channel, format, campaign, creative
- Standard metrics: spend, impressions, attention, outcomes
- Row-level lineage back to platform IDs
One trusted pipe. Different views for different decisions.
Role-Based Views
Executive
- Outcome trend & forecast vs actual
- Investment by channel; efficiency by brand
- Opportunities & risks surfaced automatically
Brand & Strategy
- A.R.T. scores by channel / format / creative
- Audience & context performance
- Learning cards + recommended reallocations
Trader
- Pacing & delivery diagnostics
- Verification breaches & attention outliers
- Line-level edits log & budget movements
Creative Intelligence
What we surface
- VCR / CTR by asset, size, length
- First-2s hook effectiveness proxies
- Wear-out detection & frequency bands
Actions
- Promote winners; pause low-attention variants
- Update DCO rules from insights
- Feed learnings to next test cycle
Governance & Data Quality
- Naming conventions & UTM discipline enforced
- Automated QA checks for nulls, spikes, mismatched IDs
- Versioned dashboards with change notes
Related: Measurement in Practice · Verification & Attention
FAQ
Can we see a live demo?
Yes — we provide anonymised examples and walk through exec/brand/trader views. Client-specific scorecards are shared during onboarding.
What tools do you use?
We’re stack-agnostic. Our default pipe is Improvado → BigQuery → Looker Studio, but we adapt to your environment.
For how we interpret signals, see the A.R.T. framework and our Education Engine.
Want a Looker walkthrough?
We’ll demo exec, brand and trader views using anonymised data.