Built for the Forecast Call
B2B · Owner: Diego Ramirez
Share Brief with Client / Agency
https://shiftimpact-os.vercel.app/brief/bd259d6e-a985-4f73-b802-1f2382eedb94
Share Campaign Report with Client
https://shiftimpact-os.vercel.app/report/bd259d6e-a985-4f73-b802-1f2382eedb94
Campaign
Phase
DemandGate Signal
BlockedConfidence
18 / 10
Last Review
10 Aug 2026
Data Source Configuration
Set how each signal will be sourced for this campaign. Modules adapt their inputs based on the mode you choose here.
Signal 1 — Share of Voice
Brand's share of category conversation vs competitors across paid + organic.
Client will provide actual data in the Share of Voice module each week. No additional setup needed here.
Signal 2 — Save Rate
Content save rate on Instagram and TikTok — measures intent-to-return.
Client will provide actual data in the Save Rate module each week. No additional setup needed here.
Signal 2B — Share Rate
Content share rate — measures social amplification beyond the original audience.
Client will provide actual data in the Share Rate module each week. No additional setup needed here.
Signal 3 — Branded Search Lift
Change in branded keyword search volume — measures campaign-driven intent.
Client will provide actual data in the Branded Search Lift module each week. No additional setup needed here.
Signal 3B — Video Completion Rate
Percentage of video ads watched to completion — measures creative resonance.
Client will provide actual data in the Video Completion Rate module each week. No additional setup needed here.
Signal 4 — App Retention
D7/D30 user retention in app — measures campaign-to-habit conversion.
Client will provide actual data in the App Retention module each week. No additional setup needed here.
Attribution / Conversions
Campaign-attributed conversions (downloads, purchases, sign-ups).
Client will provide actual data in the Attribution / Conversions module each week. No additional setup needed here.
Media Spend
Total campaign media investment — used for efficiency calculations.
Client will provide actual data in the Media Spend module each week. No additional setup needed here.
Always public — no client data required
Review Platform — Google Reviews + TripAdvisor
Public review data. Sourced directly from Google Maps and TripAdvisor.
AI Brand Visibility (F23)
AI tool mentions are public signals. Monitored across ChatGPT, Gemini, Perplexity.
Social Currency Index (F20)
Public post metrics (saves, shares, comments). No client data required.
FRAME Brief
FRAME Brief is locked. Unlock to edit. Unlocking resets Gate 1 and blocks BIP editing.
Locked — unlock to edit
Unlocking resets Gate 1 and blocks BIP editing until re-locked.
Big Idea Platform
7 structural components of your Big Idea — collapse each group to focus. All must be complete before Gate 2 / ICS. IQ Evaluate (Sprint 2-3) reads from this to assess creative quality vs Cannes/Effie standard.
Gate 1 not yet passed — BIP locked
Complete and lock the FRAME Brief with all required fields before accessing the Big Idea Platform. Required: Force / Role / Anchor / Mood / Expression, Industry/Category, Campaign Pathway, Primary KPI, and Gate Signal Commitment.
IQ Evaluate
8-dimension creative quality evaluation calibrated to Cannes Lions 2026 Grand Prix standard. Run after BIP is sufficiently developed. Results guide elevation, not gate governance.
AI Brand Visibility
How eligible is this brand to be recommended by AI tools — ChatGPT, Google AI Overviews, Perplexity, Gemini, TikTok Search. Monthly cadence. Score and trust gaps are internal; narrative may be shared with client.
Assessment Inputs
Review Platform Intelligence
Google Reviews + TripAdvisor (hospitality) — Week 1
Google Reviews
TripAdvisor
Hospitality + F&B — leave blank if not applicable
Sentiment breakdown (%) — across all platforms
Consumer State Transition Rate (F27) ⚿
Week 7(2026-08-03)
⟳ AutoAuto-computed from Behaviour State diagnostic
Campaign Velocity Score
0
Flat — Watch
Audience movement is minimal — review signal context
Benchmarks: passive minimums · recalibrate after 3 campaigns per category
Dominant Stage
Aware — Passive
[INTERNAL]
⚠ Stall Detected [INTERNAL]
Minimal movement (<0.3pp) in: 1_to_2, 2_to_3, 3_to_4, 4_to_5, 5_to_6
4 or more transitions are flat (<0.3pp movement). Strategic intervention required to unlock momentum.
Audience Progression NarrativeClient-shareable
Audience momentum has stalled this week with zero measurable movement across all engagement signals, indicating a critical loss of traction in the campaign. Without visibility into conversion, nurture, and demand activity, we cannot determine whether the audience is progressing or at risk of dropout—immediate signal diagnostics are essential to redirect strategy and restore forward motion.
Distinctive Brand Asset Intelligence (F29) ⚿
Deployed in This Campaign
No assets registered yet — add assets below.
Asset Registry0 assets
No brand assets registered for this client. Add assets to start tracking consistency.
Kill Switches
Founder-led video series produces zero qualified inbound demos after 3 weeks
LinkedIn engagement rate falls below category benchmark for 2 consecutive weeks
STAGE Briefs
Demand Stage
Founder-Led Video Series
Founder records a weekly 90-second "forecast call teardown" — a real (anonymized) forecast call, annotated to show where dashboards lie.
Propagation
Earns enough trust that revenue leaders search Northwind by name before a vendor evaluation starts.
LinkedIn Carousel Series
Carousel series: "Dashboard Theater vs. The Forecast You Can Defend" — 5-slide visual contrast, one new comparison per week.
Propagation
Builds enough shared vocabulary ("dashboard theater") that prospects use the phrase unprompted in discovery calls.
Category Podcast Tour
Founder appears on 6 RevOps-adjacent podcasts, each time bridging back to the "forecast you can defend" anchor.
Propagation
Plants the anchor language in a third-party voice, increasing search intent for branded terms.
Conversion Stage
Sales Enablement Deck
Rebuild the first sales deck slide around "the forecast you can defend" instead of feature comparison.
Propagation
Carries the Demand-stage anchor into the first sales conversation so the idea doesn't reset at handoff.
Retention Stage
Customer Advisory Board
Quarterly advisory board framed around "what would make this forecast more defensible next quarter."
Propagation
Keeps the anchor alive post-sale so renewal conversations stay idea-led, not feature-led.
Phase Gates
Gate 1
Gate 1: Demand
Gate 2
Gate 2: Conversion
Gate 3
Gate 3: Retention
Gate 4
Gate 4: Scale
Signal Layer 0 — Media Delivery Health
PREREQUISITEPrerequisite check before Signal 1–3 are interpreted. Flat branded search means nothing if reach is below threshold. The chain: Reach → Frequency → S2 → S1 → S3
Enter Weekly Delivery Data
Frequency thresholds
🔴 <1.5x — Under-exposed (quarantine)
🟡 1.5–3.0x — Light exposure (directional only)
🟢 3.0–7.0x — Effective range
🟡 7.0–10.0x — High (check Creative Fatigue)
🔴 >10.0x — Over-frequency (quarantine)
Weekly History
No delivery data recorded yet.
Signal Intelligence
Weekly signal check-in. Log your actuals and get an AI read on campaign health. Internal only.
Lock your targets first to start weekly check-ins
Your Signal Targets
Not locked yet — lock before going liveSet your targets before the campaign launches. Once locked, they can't be changed — this keeps everyone honest about what success looks like.
Cross-Channel Intelligence Hub
Track signal contribution per channel and generate AI cross-channel narrative. Internal only.
Add channels first to start weekly tracking
No channels assigned yet. Add a channel to start tracking cross-channel intelligence.
Consumer Behaviour State
Internal ⚿AI-classified from weekly signal data. State classification is internal only — not shown to clients.
No behaviour states logged yet. Log the first week to run the diagnostic.
Log Week 1
Market Variable Context
F16C ⚿External market signals entered weekly. Injected into the Signal Intelligence AI report to distinguish campaign problems from market-wide conditions. All 6 variables are optional — leave blank if not assessed this week.
Week 1 — Market Context
Attribution Data Capture
F14B ⚿Three-lens attribution framework (MMM / Holdout / Proxy). Enter weekly spend and sales data per channel. AI-assisted MMM analysis requires minimum 12 weeks — Sprint 5+.
MMM Data Readiness
Early0 of 12 weeks collected — 12 more weeks needed before MMM regression is viable.
Consumer Pulse ⚿
No consumer pulse data yet. Click Generate Consumer Pulse to pull live TikTok trending topics, Google search interest and Malaysia news signals for this campaign's category.
Run at brief initiation and at campaign close. Each run uses your existing Apify subscription (~RM1.50 per pull).
Intelligence Query
Activate campaign intelligence for a specific client question. Internal — Janine only.
Select query type
Campaign Intelligence Report
Full intelligence synthesis across all campaign components. Internal — Janine only.
Weekly Campaign Dashboard
One entry per week. Capture your key decision, funnel health, business numbers, and campaign signals. The Idea Integrity note is your strategy lead's call — not AI.
Key decision: Decide whether to brief the Conversion-stage sales deck now or wait for Gate 1 to clear.
Business result: 96000 / 250000 target
Big Idea check: Single Strategic Idea Check: "forecast you can defend" language is consistent across founder video, carousels, and podcast talking points.
Triggers: Search intent +22% vs +40% target — Kill Switch on founder video inbound is in Monitoring, not yet triggered.
Strategy lead's read: The contrarian tone is landing with senior buyers but may be too subtle for mid-market — recommend a plainer headline test before broadening spend.
Business Outcomes
Pipeline Generated ($) — Target
250,000
Actual: 96,000
Net Revenue Retention — Target
110
Actual: 0
Early — only 2 of 3 Demand-stage briefs live so far.
Gate Signal Log
Audit trail for all signal readings. Every reading logs the actual value vs the threshold — pass or fail is auto-calculated. This is what justifies every gate decision.
| Date | Signal | Gate | Actual | Threshold | Result | Notes | |
|---|---|---|---|---|---|---|---|
| No signal readings logged yet. Add the first reading below. | |||||||
Idea Extensions
One Big Idea — many channels. Each brief inherits the FRAME anchor. Channel Role shows which funnel stage each channel serves. Drift from anchor becomes visible immediately.
No channel briefs yet. Generate from your channel registry below, or add manually.
Campaign Diagnostics
Read-only health scorecard derived from all live campaign data. No new input required.
ICS Dimension Breakdown
Weakest dimension: Audience Tension — score 60
Idea Health Snapshot
Gate Hold Duration
Gates held >14 days without signal movement indicate idea or execution gap.
Budget Release Recommendation
Based on recent signal log readings vs gate thresholds. Log more readings for higher accuracy.
OS Diagnosis
Social Currency Index
How well is the brand's content generating genuine sharing and conversation — not just impressions? Combines Signal 2 save rate, week-over-week trend, comment depth, cross-platform spread, and Signal 3 sentiment health. Weekly cadence. Score and dimensions are internal; narrative may be shared with client.
Manual Inputs
Scoring: ≥50 avg = 80 · ≥20 = 60 · ≥5 = 40 · <5 = 20
Scoring: ≥30% = 80 · ≥15% = 60 · ≥5% = 40 · <5% = 20
Auto-pulled from Signals: D1 Save-to-Post Ratio (Signal 2) · D2 Share Velocity (week-over-week Signal 2) · D5 Sentiment Momentum (Signal 3)