Planet B — Powr · Wondr — BeNe
● EXEC SUMMARY · LAST 7 DAYS
GENERATED TODAY 06:00 · RENDERED FOR YOUR CONTEXT LAYER
A strong week under the surface: brand's share of demand reached an all-time high, YouTube pre-roll was upgraded to Scale, and Belgium keeps compounding quietly. Two things need attention — [BRAND_NL_Q3] is underperforming on reach and CPC, putting the NL awareness goal at risk, and TikTok's uncertainty widened enough to blur its verdict. The Meta holdout reads out Thursday; hold any budget shifts until then.
SCORE 68 · +1 WK
BRAND SHARE OF DEMAND 31% · +1.2 PT
YOUTUBE → SCALE
[BRAND_NL_Q3] UNDERPERFORMING
TIKTOK CI ±52%
HOLDOUT READOUT · 24 JUL
BrandStock Score
68/100
▲ +6 pts vs. Jan 2026
CATEGORY 61 · TARGET 75 (NORTH STAR PATH)ON TRACK
Composite of branded search, share of search, direct traffic, mentions & recall proxies across Powr and Wondr — revenue-weighted, benchmarked against each brand's category in BeNe.
Where your demand comes from
BASELINE
BRAND
PERFORMANCE
BRAND SHARE OF DEMAND 31% · CATEGORY MEDIAN 24% · TARGET 35%ON TRACK
HOW BRAND SHOWS UP IN YOUR NUMBERS · CAT = CATEGORY PEERS · TGT = FROM YOUR PLANS
━ ACTUAL ┄ MODEL WITHOUT BRAND ▨ THE GAP = BRAND
Blended CPC
AWARENESS → CTR → AUCTION PRICE
€1.16 18% BELOW NO-BRAND MODEL
CAT €1.31 · TGT €1.10ON TRACK
People who recognize you click more, and every auction gets cheaper — but unevenly: the blended −18% is carried by branded search and warm audiences. See BOFU below for where the tailwind is real vs. still within noise.
Branded search volume
AWARENESS → MEMORY → QUERY (LAG 4–6 WK)
12,400 71% BRAND-ATTRIBUTED
YOY +23% · CAT +9% · TGT +25%ON TRACK
Awareness cohorts surface as branded queries roughly 4–6 weeks after spend. Without your TOFU investment, the model holds this line nearly flat at population growth.
Share of search — category
SOS TODAY → MARKET SHARE IN ~2 QUARTERS
18.2% LEADS REVENUE SHARE BY ~6 MO
#2 IN CATEGORY · LEADER 24.1% · TGT 24% (H2 PLAN)ON TRACK
Share of search is the best-validated leading indicator of market share. Your +2.1 pt gain predicts category share gains landing around Q1 '27 — before it shows in revenue.
Direct + organic entrances
MEMORY → TYPE-IN → CLICKS YOU DON'T BUY
31,900 €9.1K/MO OF PAID CLICKS AVOIDED
ORGANIC SHARE 41% · CAT 33%AHEAD
Every visitor who arrives from memory is a click you didn't pay for. The gap vs. the no-brand model is worth ~€9.1k/mo at your current blended CPC.
TOFU channels — modeled contribution
MMM · 6-MONTH WINDOW · 90% CREDIBLE INTERVAL
| Channel | Spend / mo | Modeled revenue contribution | Contribution index | Effect lag | Verdict |
|---|---|---|---|---|---|
Meta — awareness VIDEO VIEWS · REACH |
€14,200 | €39,800 ±7.1k | 5–7 wks | Scale | |
YouTube pre-roll SKIPPABLE · 15S |
€8,600 | €19,400 ±5.9k | 6–8 wks | Scale | |
TikTok — top view CREATOR · SPARK ADS |
€6,100 | €9,200 ±4.8k | 3–5 wks | Hold | |
Podcast sponsorships HOST-READ · NL |
€4,300 | €5,100 ±3.6k | 8–10 wks | Watch |
BOFU — what brand does for performance
EFFICIENCY VS NO-BRAND MODEL · 90% CI
| Channel | Spend / mo | CPA | Brand tailwind | Strength |
|---|---|---|---|---|
Branded search GOOGLE · EXACT + PHRASE |
€3,800 | €14 | −41% ±8%CAT −38% | Strong |
Meta retargeting DPA · ENGAGED AUDIENCES |
€9,200 | €22 | −12% ±5%CAT −15% | Moderate |
Google Search — non-brand GENERIC · CATEGORY TERMS |
€11,400 | €31 | −3% ±4%CAT −8% | Weak — within noise |
Performance Max SHOPPING + DISPLAY |
€7,600 | €27 | −2% ±5%CAT −6% | Weak — within noise |
BrandStock insight
Brand's tailwind on non-brand BOFU is currently weak — within the model's noise floor. That is not a verdict on brand; it's a reach measurement. Your awareness converts existing demand more cheaply (branded search −41%, retargeting −12%) but isn't yet wide enough to pre-warm cold traffic. This is what "TOFU needs to improve" looks like in the data — the model expects the weak rows to move 6–8 weeks after awareness reach expands, and Powr NL is the first place to look.
The echo — what today's awareness buys later
ADSTOCK-MODELED · APR COHORT
BrandStock insight
Your April awareness push of €22,900 is still generating revenue today. Performance stops when you stop paying. This doesn't.
€61,300
CUMULATIVE MODELED RETURN · APR COHORT · WK 1–12
≈2.7× · CATEGORY WK-12 MEDIAN 1.9×AHEAD
Brand ROI — decay per cohort, compounding in total
MONTHLY MODELED RETURN PER € OF AWARENESS SPEND
2.6×
Brand ROI this month — all active cohorts
CATEGORY MEDIAN 2.1× · TGT 3.0×ON TRACK
Each month's spend decays — read any row left to right and the effect fades. But cohorts stack: consistent investment compounds, which is why the total keeps climbing while every individual row falls. Stop investing, and the stack unwinds.
| Cohort | Jan | Feb | Mar | Apr | May | Jun |
|---|
12 JAN 2026 · ONBOARDING
Data audit
6 sources connected, covering 96% of media spend. Flags:
12% of GA4 sessions untagged — fix raises attribution coverage; TikTok history is only 9 months, so its confidence intervals stay wide until Q4.14 JAN 2026 · DIAGNOSIS
Baseline decomposition established
At onboarding: 54% baseline · 20% brand · 26% performance. Key finding: Powr's unaided awareness (31%) badly lags its shelf presence (78%) — flagged as the portfolio's highest-leverage gap. Wondr healthy across all components except category distinctiveness pressure.
19 JAN 2026 · DIAGNOSIS
Efficiency findings → first experiment proposed
Branded search looked structurally over-paid for demand that already belonged to you. Proposed the branded search pause test — completed in Feb: 84% organic recovery, €22.8k/yr reallocated to TOFU.
ONGOING · MONITORING
Watching: NL reach decay, TikTok uncertainty
[BRAND_NL_Q3] reach is decaying faster than its cohort curve predicts — flagged this morning. TikTok CI widened to ±52%; geo-split experiment suggested. Both feed the weekly exec summary until resolved.
Open questions — the data can't tell me this
Open
Does Wondr have confirmed feature/display slots with retailers for Q4?
Retail promo pressure shifts the Q4 baseline — without it, I'd misread promo lift as brand growth.
Open
Is the NL push awareness-first or revenue-first?
Your first plan trades these off directly — it changes the YouTube/Meta weighting and the week-9 lift expectation.
Answered
Was there a Powr price change in Q1?
You confirmed +6% in March — fed into the price premium model and Powr's royalty rate evidence.
Fed into the Strategist's first plans
DIAGNOSIS → PLAN PROVENANCE
Powr awareness gap — unaided 31% vs. shelf 78% (diagnosis, 14 Jan)
→
100% BrandStock score — mix leads with Powr awareness at 34%
STRATEGIST · NORTH STAR
Branded search pause test — 84% organic recovery, €1.9k/mo freed
→
H2 Brand Acceleration — performance floor held at 18%, freed budget to awareness
STRATEGIST · LIVE
Your answer: awareness-first NL + YouTube lift test (lag validated at wk 6)
→
NL Market Entry — YouTube weighted 38%, first measurable lift set at week 9
STRATEGIST · DRAFT
Your answer: Powr +6% price change (March)
→
Valuation — price premium evidence behind Powr's 4.4% royalty rate
DASHBOARD · VALUATION
Live · Tracking
H2 Brand Acceleration
Meta awareness
42%
YouTube pre-roll
26%
TikTok creators
14%
Performance floor
18%
2.9×
FORECAST BRAND ROI · M6
+11 pts
PROJECTED SCORE
−14%
BLENDED CAC · DEC
Draft · Simulated
NL Market Entry
YouTube pre-roll
38%
Meta awareness
30%
Podcast (NL)
16%
Performance floor
16%
1.8×
FORECAST BRAND ROI · M6
12%
AIDED AWARENESS · NL
wk 9
FIRST MEASURABLE LIFT
North Star · Simulated
100% BrandStock score
Powr awareness
34%
Preference building
28%
Distinctive assets
20%
Performance floor
18%
€8.2M
BRAND VALUE AT SCORE 100
55%
DEMAND FROM BASELINE + BRAND
−38%
BLENDED CAC VS TODAY
Running · Readout 24 Jul
Meta awareness geo-holdout
Awareness campaigns dark in Wallonia since 12 May; Flanders continues as normal. Measuring the true incremental effect on branded search and baseline demand — directly validating the model's largest brand coefficient.
±31% → ±15%
EXPECTED CI TIGHTENING
META BRAND CONTRIBUTION
META BRAND CONTRIBUTION
Complete · Q1 2026
YouTube pre-roll lift test
Exposed geos showed +19% branded search lift vs. control over 8 weeks, peaking week 6 — consistent with the modeled 6–8 week lag. Result fed back into the MMM as a prior.
Confirmed
MODEL LAG ESTIMATE VALIDATED
COEFFICIENT CI: ±34% → ±14%
COEFFICIENT CI: ±34% → ±14%
Complete · Feb 2026
Branded search pause test
Paused branded search ads for 2 weeks. 84% of branded clicks recovered organically — you were largely paying for traffic that already belonged to you. Reallocated €1.9k/mo to awareness.
€22.8k/yr
RECOVERED SPEND
REALLOCATED TO TOFU
REALLOCATED TO TOFU
Suggested by the model
TikTok creator geo-split
TikTok carries the widest uncertainty in your mix (CI ±52%) — the difference between "Hold" and "Scale" on your dashboard. A 6-week NL/BE geo-split would resolve the verdict before H2 budgets lock.
±52%
CURRENT CI — WIDEST IN MIX
Board packScheduled · Quarterly
Q2 2026 Board Pack
Brand value trajectory (€2.9M → €3.5M), investment & return by brand, and the decision asked: approve H2 Brand Acceleration.
MemoFrom Ask BrandStock
Q4 Awareness Cut — CFO Memo
Modeled impact of a 30% awareness cut: −€184k Q4 revenue, Score −9 pts by December. Rendered in the CFO layer — euros first, downside scenarios included. Recommendation: hold.
ReportGenerated
Powr NL — Awareness Gap Analysis
Distribution outruns awareness: shelf presence at 78% of category leaders, unaided awareness at 31%. Closing the gap is the portfolio's highest-leverage valuation driver (+€0.6M in the bull case).
ReadoutFrom experiment
Meta Geo-Holdout
Auto-generated when the Wallonia holdout reads out: incremental effect on branded search and baseline demand, plus the model's updated Meta brand coefficient.
ReportGenerated
Wondr Price Premium Study
Sustained 14% price premium vs. private label across BeNe retail, with stable velocity — the evidence base behind Wondr's 5.8% royalty rate.
DigestScheduled · Weekly
Weekly TOFU Digest
Channel verdicts, Score delta and the week's one notable move — rendered per recipient's context layer, every Monday 08:00.
Data sources
SYNCED DAILY · 02:00 CET
Shopify
ConnectedOrders, revenue, new vs. returning customers.
Meta Ads
ConnectedSpend, reach & campaign structure — auto-tagged TOFU/BOFU.
Google Ads
ConnectedSearch, PMax, YouTube. Branded vs. generic split.
TikTok Ads
SyncingSpark ads & creator campaigns. First sync in progress.
GA4
ConnectedDirect & organic entrances, landing behavior.
CSV / offline
AvailablePodcast, OOH, print, radio — first-class offline channels.
Context layer
WHO'S LOOKING CHANGES WHAT RENDERS
BrandStock is not a dashboard builder. It knows who's looking — and composes the homepage for them. Customization is welcome, but it happens here, deliberately — not through a widget wizard, and not as a side effect of a chat.
F
Your context layer
Filip · CTO · Based on role template: Operator
Opens with
Units
Uncertainty
Depth
Cadence
Changes apply on your next open — your homepage never rearranges itself mid-session. Asking the agent to "show it differently" answers the question, but never rewrites this layer.
Suggested for you
You've opened the cohort ROI table first in 5 of your last 6 sessions. Promote it to your opening module?
You export the CPC counterfactual most weeks. Add it to your weekly digest?
Role templates — starting points, applied when you invite someone
C
CFO
Template
Opens with
BRAND ROI IN €CONFIDENCE INTERVALSDOWNSIDE SCENARIOS
Euros, not marketing metrics. Uncertainty shown by default. "Cheaper future customers", not "adstock".
C
CEO
Template
Opens with
SCORE + TRAJECTORYONE DECISIONSHARE OF SEARCH
Direction over detail. One recommended action, the trend, and the competitive picture. 12-month horizons.
B
Board
Template · Shared view
Renders as
ONE-PAGERBRAND VALUE YOY3 NUMBERS, 1 NARRATIVE
Generated before each board meeting: what was invested, what it returned, and the one decision being asked.
Stream BrandStock out
MODEL CONTEXT PROTOCOL
BrandStock MCP Server
● STREAMING ENABLED
Server endpoint
https://mcp.brandstock.ai/sse
API key · workspace-scoped
bsk_live_pb_••••••••••••3f7a
Exposed tools
✓
get_brand_score — score, components & history✓
get_demand_decomposition — baseline / brand / performance✓
get_cohort_roi — per-cohort decay curves✓
simulate_budget_shift — what-if scenarioswrite_media_plan — create plans externallyAdd to Claude, a BI agent, or your own dashboard
{
"mcpServers": {
"brandstock": {
"url": "https://mcp.brandstock.ai/sse",
"headers": {
"Authorization": "Bearer bsk_live_pb_…"
}
}
}
}
Your modeled data, wherever your team works — pull the brand score into a Looker board, run budget simulations from Slack, or let your own agents query the MMM directly. Read-only by default; write scopes are opt-in per tool.