US Market / Live engine sample
National CPG Brand Rebuild
Rebuild national brand awareness and attention for an established CPG portfolio.
Executive verdict
Approve with brand-awareness guardrails
Decision score83/100
Brand lift7.4%
Forecast reach24.6M
The business perspective
Why this decision matters
Market context
A broad US video campaign combining CTV, premium OTT, YouTube and FAST inventory.
Strategic question
Can the campaign rebuild brand salience at scale without overstating reach or measurement certainty?
Important risk
Forecast reach delivers only 82% of target and no holdout design is included.
Detailed input
What the engine captured
The visible assumptions below are the executive summary. The downloadable input document contains the complete scenario submitted to the live engine.
Media budget$2.4M
Addressable audience90.0M
Primary objectiveBrand awareness
Target reach30.0M
Target frequency3.0x
Creative assets6
Input coverage
- Business objective, budget, timing and campaign constraints
- TAM, audience, geography and priority-segment assumptions
- Channel mix, buying rates and delivery expectations
- Creative quality, attention and message-readiness inputs
- Conversion, AOV, CLV, margin and commercial assumptions
- Historical evidence used for confidence and calibration
Detailed output
What the executive report delivers
Primary evidence
- The campaign has a strong 83/100 decision score but only 57% confidence.
- An 85 attention score supports the brand objective.
- The forecast produces 24.6M reach, below the supplied 30M ambition.
Risks and governance conditions
- Add a holdout or exposed-control design before treating lift as incremental.
- Use reach delivery and attention quality as primary gates, not ROAS.
Recommended actions
- Reset the reach target or revise the budget and channel mix.
- Protect premium attention placements while controlling duplication.
- Measure brand lift and creative wear-out at agreed checkpoints.
Report intelligence coverage
- Strategy verdict and executive decision score
- Reach, frequency, impressions and delivery forecast
- Brand, sales and funnel outcome projections
- ROAS, contribution, CLV and commercial-value analysis
- Confidence, sensitivity and evidence-quality assessment
- Optimization actions, risks and governance guardrails
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