Encoding.
The playbook, the consent matrix, and eleven rules that lived in people's heads become one executable system.
SOP compiler · documents in, rules out
Click a document to filter47 rules compiled in total. A sample is shown, every one with source attribution.
Email frequency cap: 4 commercial sends per customer per week. Lifecycle messages exempt.
Discounts above 20% need country-manager approval. Above 30%, CMO sign-off with margin impact attached.
Paid-media audiences are built only from consented, hashed segments. No customer list is ever uploaded raw.
Soft opt-in applies to email for existing customers in DE only. Every other market requires explicit consent.
Every price claim in FR and ES creative passes legal review before trafficking.
Customers with an open service complaint are suppressed from all commercial sends.
Discount language never leads a subject line for premium lines. Tone follows the brand voice register per market.
Win-back journeys start at day 60 of inactivity, day 30 for subscription categories.
Weekly budget moves above 15% of a channel's budget require Head of Media approval.
Agent configuration · confidence thresholds
Unwritten rules · captured in interviews
11 captured“The German market never gets discount-led subject lines. A brand decision from 2023 that lives in one person's head.”
“Never win-back a customer who returned more than two orders last quarter. It reads as surveillance.”
“Black Friday sends go at 07:00 local time in every market, not 09:00 CET globally.”
“Any creative that says 'free' in France goes past legal first, ever since the pricing-claims inquiry.”
“If the CFO presents that week, the Monday revenue report uses finance's attribution, not marketing's.”
The knowledge that walks out the door when someone resigns, now executable and owned by the organisation.
System integration · zero migration
No-copy reads on the customer 360. The agents come to the data, the data goes nowhere.
Read/write on the operating stack, every call logged with actor, rule, and confidence.
Media plans, agency exports, and creative parsed on arrival.
Model placement · which model touches what
| Agent | Runs on | Where | Why |
|---|---|---|---|
| Segment Agent | Open-weight, self-hosted | Inside the perimeter | Reads identified customer data. Never a third-party API. |
| Journey Agent | Open-weight, self-hosted | Inside the perimeter | Decisioning on personal data. High volume, latency-sensitive. |
| Creative Agent | Claude, frontier | EU endpoint, outside the line | Sees briefs and brand rules, never a customer record. Frontier quality earns its premium on language. |
| Compliance Agent | Open-weight, self-hosted | Inside the perimeter | Consent and suppression checks on identified rows. Its 'no' is blocking. |
| Activation Agent | Deterministic + open-weight | Perimeter edge | Builds hashed, consented audiences and speaks to channels through one logged gateway. |
| Measurement Agent | Hybrid | Perimeter, frontier for aggregates | Customer-level attribution sovereign. Commentary may consult the frontier, aggregates only. |