MH2 Data Model

Value Intelligence Framework

The data MH2 ingests, scores, and surfaces at every phase — from raw customer records to executive KPIs, creative strategy, and optimization logs.

Data Layer
→
Intelligence Layer
→
Execution Layer
Executive Dashboard Top-level KPIs surfaced at every milestone meeting
Revenue
Total revenue in period
Blended CAC
Total spend ÷ new customers
LTV
Avg revenue per customer over period
CAC:LTV
LTV ÷ CAC · target > 3.0
Payback Period
Months to recover CAC
Value Density
(LTV × Margin%) ÷ CAC
% Rev Top 20%
Revenue from top customer tier
Data Layer
Intelligence Layer
Execution Layer
Customer Data (raw)
One row per customer · ingested at kickoff
Customer IDUnique identifier First Purchase DateAcquisition date RevenueTotal lifetime revenue Orders# of purchases AOVRevenue ÷ Orders Margin %Gross margin Channel SourceAcquisition channel Product CategoryPrimary product RegionGeography (optional)
Value Signal
High / Mid / Low clusters scored by MH2
Cluster NameHigh / Mid / Low Value CriteriaRules (e.g. LTV > $300) Customer Count# in cluster RevenueTotal from cluster Avg LTVAvg revenue per customer Avg MarginAvg margin % Repeat Rate% with >1 purchase
Creative Strategy
Profile-to-channel ad strategy matrix
ProfileLinked Value Profile HookOpening concept AngleStrategic message OfferDiscount / bundle / CTA FormatVideo, static, UGC ChannelMeta, Google, etc. HypothesisWhat you're testing
Value Customer
Filtered subset · same schema, high-value only
Customer IDUnique identifier RevenueTotal lifetime revenue AOVRevenue ÷ Orders Margin %Gross margin Channel SourceAcquisition channel Product CategoryPrimary product
Voice of Customer
Extracted quotes and behavioral themes
Response IDUnique entry Customer IDLink to customer Key PhraseExtracted quote Themeprice, quality, speed… ClusterLinked value cluster
Media Performance
Channel-level efficiency tracked weekly
ChannelMeta, Google, etc. SpendTotal spend CACCost per acquisition LTVAvg LTV from channel CAC:LTVEfficiency ratio Value DensityProfit efficiency % High-Value% from top cluster
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Feeds MH2 Intelligence
Data Layer outputs flow into clustering, scoring, and profiling
Value Profiles
VoC-driven personas — core intelligence output
Profile NameHuman-readable name ClusterHigh / Mid / Low Key TraitsBehavioral + economic Core MotivationWhy they buy Pain PointsWhat they care about Top SignalsBest-performing signals Creative AnglesMessaging direction
Optimization Log
Every change tracked with outcome + impact
DateWhen change occurred ChangeWhat was adjusted ProfileValue Profile impacted HypothesisExpected outcome ResultWhat happened ImpactRevenue / CAC / LTV Δ
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