The model
The execution platform
Every funnel built with this grammar becomes structured data in the platform: an organization owns clients, each client owns brands, each brand owns offers and audiences, and a campaign binds one offer to one audience under one brand. Every write is recorded in an append-only audit trail, so positioning decisions, copy changes and experiment outcomes stay attributable over time.
This material is a methodology and reference set. It is not an advertising service, a performance guarantee, or legal or financial advice. The HouseSmart material is a worked case study demonstrating the method — no market results are claimed for it.
The domain graph
| Entity | Role | What the grammar puts there |
|---|---|---|
| Organization | The tenant and ownership boundary. Everything below belongs to exactly one organization. | The practice or agency operating funnels. |
| Client | A business record within the organization — the party funnels are built for. | The subject of a position-stage engagement (e.g. the HouseSmart business). |
| Brand | A client's market-facing identity; offers, audiences and campaigns all resolve to one brand. | The named position — category statement, mechanism name and voice rules live here. |
| Product / Service | What the brand actually delivers. | The operational capability behind each rung of the offer ladder. |
| Offer | A purchasable proposition attached to a brand. | One rung of the offer ladder, with its LAKA grid cells and promise level. |
| Audience | A defined buyer group attached to a brand. | One buyer segment from the position stage, with its qualification signals. |
| Campaign | Binds one offer to one audience under the same brand — the unit a funnel executes. | One funnel: stages, pages, sections, emails and metrics for that offer-audience pair. |
| Audit event | An append-only record of every domain write: who, what, when, under which tenant. | The decision history — why the grid, copy or routing changed, and when. |
Integrity rules
- A campaign's offer and audience must belong to the same brand as the campaign — cross-brand funnels are structurally impossible.
- Every record carries its organization; nothing is shared across tenants.
- Domain writes and their audit records commit together, and the audit history cannot be edited afterward.
- The platform's interface is resolved from the LAKA design system's published contracts rather than generated arbitrarily.
How the grammar feeds it
- The position stage produces the Brand record: category statement, mechanism name, segments and offer ladder.
- Each offer-ladder rung becomes an Offer; each buyer segment becomes an Audience with its qualification signals.
- A funnel is created as a Campaign binding one Offer to one Audience; its pages are outlines validated against the section grammar.
- The key metrics chosen at the position stage become the campaign's measurements, and every revision lands in the audit trail.
- Because outlines are machine-validated (POST /v1/validate), the platform can propose and check funnel variants automatically before a human reviews them.