Document Type: Reference
Status: Active
Authority: HeadOffice
Parent: MWMS System Change Log
Version: v1.0
Last Reviewed: 2026-04-21
Purpose
This page records structural changes made to the MWMS ecosystem during the first half of April 2026.
The purpose of this log is to:
preserve structural memory
track architectural evolution
prevent duplicate framework creation
support system stability review
maintain governance continuity
This log records structural changes only.
It does not interpret performance outcomes.
Document Type: Reference
Status: Active
Authority: HeadOffice
Parent: MWMS System Change Log
Version: v1.0
Last Reviewed: 2026-04-21
Purpose
This page records structural changes made to the MWMS ecosystem during the first half of April 2026.
The purpose of this log is to:
preserve structural memory
track architectural evolution
prevent duplicate framework creation
support system stability review
maintain governance continuity
This log records structural changes only.
It does not interpret performance outcomes.
2026-04-15
Conversion Brain introduced to Execution Layer
Conversion Brain added to Layer 5 Execution layer.
Representative structural capability pages:
Conversion Brain Friction Reduction Framework
Conversion Brain Trust Signal Framework
Conversion Brain Information Hierarchy Framework
Conversion Brain Call to Action Framework
Clarified Conversion Brain responsibility for decision environment optimisation and behavioural transition structure.
Improves:
decision environment clarity
behavioural transition reliability
conversion structure consistency
Customer Brain introduced to Intelligence Layer
Customer Brain added to Layer 3 Intelligence layer.
Representative structural capability pages:
Customer Brain Customer State Framework
Customer Brain Retention Signal Framework
Customer Brain Churn Risk Framework
Customer Brain Loyalty and Relationship Framework
Expanded Layer 3 responsibilities to include lifecycle intelligence and relationship continuity interpretation.
Improves:
relationship continuity visibility
retention signal clarity
churn interpretation discipline
Data Brain introduced to Intelligence Layer
Data Brain added to Layer 3 Intelligence layer.
Representative structural capability pages:
Data Brain Signal Integrity Framework
Data Brain Attribution Reliability Framework
Data Brain Measurement Drift Framework
Data Brain Data Trust Framework
Expanded Layer 3 responsibilities to include signal reliability, attribution interpretation discipline, and decision confidence stabilisation.
Improves:
measurement trust stability
signal reliability discipline
decision confidence calibration
Offer Brain structural layer created
Offer Brain Canon
Offer Brain Architecture
Offer Brain Offer Structure Framework
Offer Brain Pricing Logic Framework
Defined structural role of commercial proposition design within MWMS.
Improves:
offer clarity discipline
pricing logic consistency
commercial structure alignment
Creative Brain introduced to Strategic Direction Layer
Creative Brain added to Layer 4 Strategic Direction layer.
Representative structural capability pages:
Creative Brain Message Angle Framework
Creative Brain Pattern Recognition Framework
Creative Brain Creative Iteration Framework
Expanded Layer 4 responsibilities to include persuasion structure design and communication logic.
Improves:
message structure consistency
persuasion iteration clarity
creative learning continuity
Compliance Brain introduced to Regulation Layer
Compliance Brain added to Layer 2 System Regulation layer.
Representative structural capability pages:
Compliance Brain Compliance Classification Framework
Compliance Brain Policy Escalation Framework
Compliance Brain Claims Risk Framework
Compliance Brain Data and Platform Compliance Framework
Expanded Layer 2 responsibilities to include external rule alignment, privacy exposure visibility, and platform enforcement risk visibility.
Improves:
claim defensibility discipline
platform compliance awareness
risk classification clarity
Operations Brain introduced to Infrastructure Layer
Operations Brain added to Layer 6 Operational Infrastructure layer.
Representative structural capability pages:
Operations Brain Process Stability Framework
Operations Brain Workflow Continuity Framework
Operations Brain Execution Reliability Framework
Operations Brain Operational Bottleneck Detection Framework
Improves:
workflow continuity reliability
execution predictability
dependency visibility
Risk Brain introduced to Regulation Layer
Risk Brain added to Layer 2 System Regulation layer.
Representative structural capability pages:
Risk Brain Risk Escalation Framework
Risk Brain Dependency Exposure Framework
Improves:
risk visibility discipline
dependency fragility detection
Ads Brain structural expansion aligned with Architecture Registry
Added structural capability pages:
Ads Brain Creative Naming Convention Framework
Ads Brain Creative Asset Registry Framework
Ads Brain Pre Conversion Signal Framework
Ads Brain Campaign Structure Signal Integrity Framework
Experimentation Brain Ad Hypothesis Design Framework aligned to Ads Brain testing structure.
Improves:
creative testing clarity
signal classification discipline
campaign structure integrity
Course Absorption Governance layer introduced
Added Layer 1 governance pages:
MWMS Course Absorption Operating Rule
MWMS Course Absorption Handoff Standard
MWMS Course Absorption Handoff Queue
MWMS Course Absorption Decision Registry
MWMS Course Absorption Workflow
Defines structured intake, evaluation, merge, park, and implementation flow for course-derived intelligence.
Improves:
anti-duplication discipline
structured capability extraction
knowledge integration consistency
2026-04-14
Course Absorption governance workflow created
MWMS Course Absorption Decision Registry created as historical memory layer for structural absorption decisions.
MWMS Course Absorption Handoff Queue created as pending-action layer for course-derived structural items.
MWMS Course Absorption Handoff Standard created defining structured block transfer format.
Improves:
knowledge continuity discipline
structural fit classification clarity
reduction of duplicate framework creation
2026-04-13
Lifecycle and behavioural intelligence structural expansion
Added lifecycle intelligence capability pages including:
Behavioural Segment Pattern Analysis Framework
Zero Party Data Signal Framework
Lifecycle Trigger Architecture Framework
Lifecycle Communication Pressure Framework
Lifecycle Optimisation Leverage Framework
Revenue Leakage Diagnostic Framework
Forecast Sensitivity Framework
Cohort-based forecasting frameworks
Improves:
behavioural lifecycle visibility
retention optimisation discipline
forecast interpretation structure
Ecommerce intelligence structural capability expansion
Added structural capability pages:
Ecommerce SEO Architecture Framework
Internal Linking Architecture Framework
Merchandising Decision Framework
Collection Page SEO Framework
Product Detail Page SEO Framework
Improves:
search relevance structure
product discovery optimisation
commercial visibility clarity
2026-04-12
Behavioural decision science layer introduced
Added behavioural science capability pages:
Behavioral Hypothesis Framework
Behavioral Signal Interpretation Guide
Decision Stage Model
Persuasion Pattern Library
Cognitive Bias Pattern Library
Behavioral Friction Taxonomy
Improves:
structured behavioural interpretation discipline
experiment hypothesis quality
persuasion structure clarity
Finance forecasting structural capability expansion
Added forecasting and financial interpretation capability pages:
Finance Brain Percentile Scenario Forecasting Framework
Finance Brain Cohort Revenue Forecasting Framework
Finance Brain Revenue Leakage Diagnostic Framework
Improves:
forecast uncertainty awareness
capital allocation discipline
revenue sensitivity interpretation
Research intelligence structural expansion
Added intelligence capability pages:
Research Brain Search Intent Mapping Framework
Research Brain Cohort Behaviour Framework
Research Brain LTV Signal Framework
Research Brain Traffic Quality Evaluation Framework
Research Brain Behavioural Intent Signal Framework
Improves:
search intent classification clarity
cohort behaviour interpretation discipline
lifecycle value forecasting support
Change Integrity Statement
Structure before scale
discipline before expansion
baseline before improvement
logging before activation