Optimize campaigns at a granular level.
Understand WHAT to optimize week-by-week. Unify media across TV, digital, social, print, OOH, cinema, owned and earned — all from one causal architecture that constantly learns and improves.
Are my campaigns delivering the growth the plan called for? Where should I reallocate this month — and against which KPIs?
The challenge facing execution leaders today.
- Performance teams optimise on blended CPA. But CPA doesn't tell you incrementality. Brand search looks like $8 CPA — true incremental CPA is $42 because it's capturing demand, not creating it. Optimising on CPA moves budget toward credit-claiming, not growth-causing.
- Brand teams get campaign reports from five different tools. Different metrics, different methodologies. No unified read on whether campaigns are hitting plan or how activity actually performed.
- Retail media lives in each retailer's walled garden. Amazon reports Amazon. Walmart reports Walmart. Nobody can compare retail media ROI to national media ROI on the same basis.
- Platform dashboards show great numbers — because they're grading their own homework. Meta says Meta works. Google says Google works. Neither measures what would have happened without the spend.
The gap.
ROI recommendations exist at the strategic level. Execution happens at the campaign level. Nothing connects them. By month three, campaign execution bears little resemblance to strategic intent.
POEM635 is different.
Same causal model, campaign-level granularity, monthly optimisation, multi-KPI measurement.
What agile campaign execution from poem365 gives you.
True Incrementality Per Campaign
For every campaign, every creative, every platform, every audience — the model separates what was truly incremental from what would have happened anyway. Not attribution (which distributes credit). Not platform reporting(which self-credits). Causation — what would have happened without this investment?
Cross-Platform Interaction Effects
TV amplifies search. Social amplifies retail media.National campaigns amplify shopper activation. The model captures every cross-platform interaction because every channel lives in the same architecture. This is where the biggest optimization opportunities live — and where siloed measurement is completely blind.
In-Flight Performance Diagnosis
When a campaign or tactic underperforms, the model diagnoses why. Was it creative fatigue? Wrong audience? Competitive timing? Did a pricing change undercut the campaign's impact? Did the shopper activation not land because in-store execution was off? The model decomposes underperformance causally — so the team fixes the right thing.
Portfolio Halo & Cannibalization
When one product line campaign lifts another (Cold campaign lifting Flu purchase — halo effect), the model captures it. When one cannibalizes another (Pain offer pulling from Cold), the model sees it. These portfolio effects are invisible when each product line is measured separately — and they're often where the biggest surprises live.
Campaign-to-Strategy Alignment
Connected to the Unified Marketing Plan andEnterprise Growth Model. The model continuously tracks whether campaign-level execution is on pace to deliver the growth the strategic plan called for. If it's off pace, the model identifies where and recommends course corrections. Campaign learnings flow back into the strategic model — so strategy and execution stay in sync.
New Channel and Platform Evaluation
Adding a new retail media platform? Launching ona new channel? The model provides a framework for estimating incremental value — and as data accumulates, rapidly calibrates causal impact and incorporates the new channel into the optimization.
Continuously Learning
Every month, new data sharpens the model. Effectiveness estimates get more precise. Creative fatigue is detected earlier. Audience responsiveness shifts are captured. The optimization recommendations get smarter with every cycle.
how the model supports your campaign execution
One plan that allocates investment across every growth driver. One forecast that projects what that plan will produce. Both unified and powered by the same causal model.
HOW your model is built
causation
poem365
Strategy
Causation — Not CPA, Not Attribution
Blended CPA optimizes toward credit-claiming, not growth-causing. Attribution distributes credit across touchpoints — 100% always gets assigned regardless of actual incrementality. Platform dashboards self-report using their own attribution. None of these measure true causal incrementality. None capture cross-platform interactions. Causal inference identifies what each campaign, each creative, each audience actually caused — net of everything else happening simultaneously. That's the foundation.
POEM365: Campaign-Level Causal Model
POEM365 is a pre-trained Large Causal Model built on the Fount Large CausalArchitecture — hundreds of billions of transactions across industries. It already understands how marketing channels, platforms, and tactics behave and interact. Your campaign data, platform data, sales by retailer, brand metrics, competitive signals, and macro conditions fine-tune the model. Campaign-level granularity. Multi-KPI output.Monthly refresh cycle. Weeks to first read.
Strategy — Execution Loop
Same causal model as the Unified Marketing Plan and Enterprise Growth Model. Total ROI recommendations from the strategic plan flow down to campaign-level actions. Campaign-level learnings flow back up to inform strategic reallocation. The strategic plan sets the investment envelope and growth targets. The campaign layer optimizes within that envelope — and reports back in the same causal language. Plans and execution never drift apart.
HOW IS THIS DIFFERENT?
Who is this for?
Media Director / Head of Media
Monthly optimisation across paid, performance, and retail media from one causal model. Cross-platform reallocation based on what's actually driving incremental growth — not incompatible platform dashboards.
Performance Marketing Lead
Performance channels measured on causal incrementality — not last-click, not platform-reported conversions. Separates what search and paid social actually caused from what they claimed credit for. Optimisation shifts from blended CPA to incremental outcomes.
Retail Media Lead
Amazon, Walmart, Instacart, Kroger, Target — all measured, compared, and optimised on the same causal basis as every other media investment.
Brand / Campaign Manager
Which campaigns are working, which creative is driving response, how launches are tracking, how tentpoles performed. Monthly causal guidance at the campaign level.
Agency Partner
One causal framework connecting campaign execution to business outcomes. Recommendations backed by causal evidence the client's C-suite trusts — because it comes from the same model that powers the enterprise growth plan.
Built for your world.
Our pre-trained models work within three industries, speaking your business language fluently.
automotive
Dealer performance, sales forecasting, market penetration, competitive analysis, territory optimization.
CPG
Brand performance, distribution optimization, market share strategy, category growth, competitive positioning.
Retail
Store performance, expansion planning, inventory optimization, competitive positioning, market share growth.
See what Data Poem can do for you.
Let’s talk about how we can help you grow your business.