Document Type: Reference
Status: Structural
Version: v1.1
Authority: HeadOffice
Applies To: Affiliate Brain, Ads Brain, Experimentation Brain, Finance Brain
Parent: HeadOffice Brain
Last Reviewed: 2026-03-15
Purpose
The Offer Lifecycle Dashboard provides a unified view of all opportunities moving through the MWMS ecosystem.
It exists to:
• track opportunity progression across the system
• provide operational visibility across Brains
• prevent opportunity stagnation
• identify scaling candidates
• detect failing experiments early
• support disciplined capital deployment
The dashboard does not evaluate opportunities or design campaigns.
It provides lifecycle visibility only.
Scope
This reference applies to:
• MWMS opportunity-stage visibility across the ecosystem
• cross-brain monitoring of opportunity progression
• lifecycle-stage transparency from intake through pause or retirement
• operational detection of stagnation, delay, and stage congestion
• executive and governance visibility over revenue opportunity movement
This document defines the lifecycle dashboard model used to observe how opportunities progress through MWMS.
It does not govern:
• offer evaluation by itself
• campaign design by itself
• experiment validation by itself
• capital approval by itself
• live campaign execution
• lifecycle-stage changes without the responsible Brain authority
Those remain governed by Affiliate Brain, Ads Brain, Experimentation Brain, Finance Brain, SIT Brain, and related operational documents.
Definition / Rules
Offer Lifecycle Model
Every opportunity inside MWMS must exist within a defined lifecycle stage.
Lifecycle Stages
Stage 1 – Intake
Offer entered into Affiliate Brain.
Data recorded:
• Offer Name
• Network
• Offer ID
• Vendor Identity
• Claim Class
• Traffic Compatibility
Responsible Brain:
• Affiliate Brain
Stage 2 – Evaluated
Offer has completed structural analysis.
Evaluations include:
• Velocity Decision Engine
• Trust Escalation Audit
• Behavioral Viability
• Narrative Competition Mapping
• Creative Viability
Possible outputs:
• Rejected
• Exploratory
• Testable
• Scalable
Responsible Brain:
• Affiliate Brain
Stage 3 – Approved for Test
Offer passes Velocity Decision Engine and structural viability checks.
Affiliate Brain may recommend controlled experimentation.
Experiment structure recommendation includes:
• Experiment Class
• Primary Variable
• Control Condition
• Traffic Channel
Operational execution moves to Ads Brain.
Stage 4 – Campaign Design
Ads Brain designs paid traffic architecture.
Design includes:
• campaign structure
• creative test framework
• audience targeting
• platform selection
• creative production briefs
Campaign remains inactive until experiment validation and capital approval.
Responsible Brain:
• Ads Brain
Stage 5 – Experiment Validation
Experimentation Brain validates testing structure.
Validation includes:
• single variable discipline
• traffic split integrity
• minimum sample duration
• test contamination prevention
Non-compliant experiments must be corrected before launch.
Responsible Brain:
• Experimentation Brain
Stage 6 – Capital Approval
Finance Brain reviews proposed test budget.
Evaluation includes:
• test capital required
• exposure limits
• scaling implications
• financial survivability
Possible outputs:
• Approved
• Reduced budget
• Deferred
• Rejected
Responsible Brain:
• Finance Brain
Stage 7 – Testing
Campaign goes live.
Monitoring includes:
• CPA stability
• CTR behaviour
• conversion rate
• creative fatigue
• platform stability
Responsible Brain:
• Ads Brain
Stage 8 – Iteration
Creative, audience, or campaign variables may be adjusted based on experiment outcomes.
Iteration must follow Experimentation Brain rules.
Responsible Brains:
• Ads Brain
• Experimentation Brain
Stage 9 – Scaling
Campaign demonstrates:
• stable CPA
• consistent conversions
• creative durability
• platform stability
Finance Brain may approve capital expansion.
Responsible Brains:
• Ads Brain
• Finance Brain
Stage 10 – Pause / Retire
Campaign paused or retired due to:
• CPA instability
• creative exhaustion
• market saturation
• compliance risk
• financial underperformance
Responsible Brains:
• Ads Brain
• Finance Brain
Dashboard Metrics
The Offer Lifecycle Dashboard should track:
• number of offers in each stage
• offers currently testing
• offers approved for scaling
• paused campaigns
• retired opportunities
• average testing duration
• average CPA stability
These metrics provide operational awareness across the system.
System Visibility
The dashboard provides visibility across:
• Affiliate Brain
• Ads Brain
• Experimentation Brain
• Finance Brain
• SIT Brain (integrity monitoring)
HeadOffice may review lifecycle distribution to detect system inefficiencies.
Stagnation Detection
Offers remaining in a lifecycle stage for excessive duration must be reviewed.
Examples:
• offers stuck in evaluation
• campaigns running without iteration
• testing without experiment discipline
• scaling without Finance approval
Stagnation may indicate:
• operational drift
• experiment failure
• capital inefficiency
Final Rule
All MWMS opportunities must exist within the defined lifecycle.
Untracked opportunities are considered governance violations.
Lifecycle transparency protects capital and system integrity.
Drift Protection
The system must prevent:
• opportunities existing outside a declared lifecycle stage
• stage progression occurring without clear Brain ownership
• opportunities becoming invisible after handoff between Brains
• stage congestion remaining hidden because no dashboard view surfaces it
• scaling or testing movement bypassing the lifecycle view
• stagnation being tolerated because the system lacks visible progression tracking
The Offer Lifecycle Dashboard must remain a clear visibility surface for movement, blockage, and stage integrity.
Architectural Intent
MWMS – Offer Lifecycle Dashboard exists to give HeadOffice and the ecosystem a single visibility layer for how opportunities move from intake through testing, iteration, scaling, and retirement.
Its role is to make opportunity progression legible across multiple Brains so MWMS can detect blockage early, maintain disciplined stage control, and protect capital through lifecycle transparency rather than guesswork.
Change Log
Version: v1.1
Date: 2026-03-15
Author: MWMS HeadOffice
Change: Rebuilt page to align with the locked MWMS document standard for this cleanup pass. Preserved the original purpose, full 10-stage lifecycle model, responsible Brain assignments, dashboard metrics, system visibility logic, stagnation detection model, and lifecycle-governance intent. Added Document Type, Scope, Definition / Rules structure, Drift Protection, and Architectural Intent sections.
Version: v1.0
Date: 2026-03-08
Author: MWMS HeadOffice
Change: Initial creation of MWMS – Offer Lifecycle Dashboard defining the unified lifecycle visibility model for opportunities moving through the MWMS ecosystem.
END – MWMS – OFFER LIFECYCLE DASHBOARD v1.1