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The 5 discovery issues from the proposal — track evidence for and against each as interviews and data come in.
| ID | Discovery Issue | Hypothesis | Supporting Evidence | Contradicting Evidence | Confidence | Status | Work Area |
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One row per finding — tag it to a stakeholder, a Work Area, and (optionally) a hypothesis ID from the tracker.
| Date | Stakeholder | Work Area | Hyp. ID | Insight / Quote | Confidence Impact | Follow-up |
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Tracks the kickoff data request — mirrors the "Data, Access & Governance" section of the proposal.
| Data / Access Item | Requested | Owner (SOA) | Received | Status | Notes / Gaps |
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| Region | Ratio | Year | Source | Notes |
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| Revenue Stream | % of Total | Notes |
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| Region | Headcount | % of Spend | Notes |
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Enter known revenue figures \u2014 one row per Region + Channel + Category + Year combination you have a number for. The pivot tables below compute automatically from these entries. Leave Channel or Category blank if unknown for that entry; it's excluded from that dimension's pivot only.
| Region | Channel | Category | Year | Amount (USD) | Notes |
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Every region shown together for side-by-side channel-performance comparison, with the combined total at the end. Use your browser's print (Cmd/Ctrl+P) on this tab to get a hard copy of all of it.
One row per Region + Channel + Year you have figures for. CTR, CPC, CPL, and CAC are computed below from these raw numbers \u2014 don't enter them directly.
| Region | Channel | Year | Impressions | Clicks | Spend (USD) | Leads | LPVs | New Members | Notes |
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Every region shown together, with the combined total at the end. CTR = Clicks/Impressions. CPC = Spend/Clicks. CPL = Spend/Leads. CAC = Spend/New Members.
Feeds Work Area 6 (Digital Strategy) and Hypotheses H1/H2/H4. "MSM Tracked" = Success Page Conversions from MSM's pixel-based ad reporting. "Actual Sign-Ups" = SOA's own affiliate membership CRM data. The gap between the two could reflect pixel/attribution failure, OR other acquisition activity (email/CRM nurture, organic, PR, partnerships, direct outreach) MSM's campaigns were never meant to capture — this data alone cannot distinguish between the two causes.
| Month | Spend | MSM US | MSM CAN | Actual US | Actual CAN | Notes |
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Countries outside MSM's US/CAN digital campaign scope. No paid media spend recorded in these markets in any monthly report reviewed — every sign-up is organic, referral, or otherwise unattributed to a tracked campaign.
| Country | Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Notes |
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