Section 3 · Instant Company & Marketing Intelligence

3.3Paid advertising intelligence

Designed for Phase 2

No.: 3.3
DMA's reference: Decision Book p.13
Phase: Phase 2
Autonomy: L4 · Autonomous
DMA's decision: Yes

What DMA asked for · Decision Book p.13

Estimate whether the company is advertising, and where.

Why it matters to DMA: It matters for paid-search qualification and for objections like "your current spend seems inefficient".

In our words, from DMA's Product Decision Book v3, page 13.

How we do it

DMA's book schedules this for Phase 2, with an ad-intelligence data source (a SEMrush or SpyFu-class tool) chosen then.
The design adds that source to the website review: for the prospect's domain, whether they run paid search, roughly how much, and on which terms.
Figures from the source are shown only with their source and date, and the chat's checks still stop any number that doesn't come from a named source.

Already in place

The website review already reads a prospect's site safely (public addresses only) and stores every finding with its evidence; new sources plug into the same review.
Paid search is already one of DMA's service tags, detected from deals, notes and chats.

What the later phase adds

An ad-intelligence data source.
An "advertising" section in the review, with source and date.
Use in the brief and the paid-search pitch.

The flow

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 3

A domain

The prospect's website address.

Person
Stored data
Rule in code
Screen

Where the data goes

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1Ad data source
Source
Paid-search activity for a domain (Phase 2).
2Sync
Copies Nutshell changes into the bridge database
Not involved.
3Bridge database
A copy of the CRM data, plus what the AI works out
Stored with the website review.
4AI
Claude models, only through DMA's own gateway
Uses the figures only with their source.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Onto the lead with the review.
6Nutshell
The system of record
The salesperson sees it before the call.

The tables behind it

Drawn from the POC's database catalogue: structure only, no data.

PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)

Table	What it holds	Columns
ai.site_reviews	The website review, which would gain an advertising section.	18

How the tables connect (2)

Column	Points to	Kept by
ai.site_reviews.conversation_id	conv.conversations	The application (by id)
ai.site_reviews.prompt_id	agent.prompts	The application (by id)

Worked example

Synthetic demo data: every name, business and number is made up.

Designed output (synthetic).

Advertising, as the brief would show it

Paid search: Active on 40 terms, mostly "emergency dentist"From the ad-data source, with its date.
Estimated monthly spend: $3,000 to $5,000 (source estimate)

In the running POC

There is no screen for this one yet: it is designed for Phase 2, as DMA's book decides. The parts listed under “Already in place” run in the POC today.

Status

Designed for Phase 2

Designed for Phase 2. DMA's book schedules this for Phase 2. The design is ready and builds on parts that already run in the POC.