Initial Setup:

Data & Hygiene:

• Schema checks, dedupe, timezone alignment, canonical network/publisher & daypart maps.

• Response join QA (match rate, duplicates, leakage); for linear, post-log reconciliation & panel→national roll-ups.

Modeling & Economics:

• Weekly device/HH panel; baseline logistic with diminishing-returns transform.

• Counterfactual scoring: total and by-inventory incremental response.

• Cost join → CPIA & net profit by inventory.

Outputs:

• Profit curves by inventory with cap points.

• Inventory scorecards & ranked “Cap • Prove • Scale” opportunities.

• QC pack, executive snapshot, and CSV bundle (contrib, CPIA, profit_curves).

Curves-as-a-Service:

Refresh & Monitoring:

• Incremental ingestion; model re-fit; updated curves & CPIA.

• Taxonomy maintenance (new/retired inventory), drift checks, anomaly triage.

Decision Pack:

• One-page action snapshot: where to cap, where to reinvest, what to test next.

• CSVs/planners for finance & media ops; optional Slack/email notes.