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Section 4 · Nutshell — Turn 30,000 Records Into an Asset

4.2AI review of all 30,000 records

Built — needs DMA's data
No.
4.2
DMA's reference
Decision Book p.14
Phase
Phase 1
Autonomy
L1 · Recommend
DMA's decision
Yes

★ Marked "non-negotiable, build first" in the book.

What DMA asked for · Decision Book p.14

Read the existing history and summarise what DMA knows about every lead.

Why it matters to DMA: It is the audit everyone agrees must happen first: it turns every estimate in the book into real numbers.

In our words, from DMA's Product Decision Book v3, page 14.

How we do it

  • After each Nutshell sync, the reactivation analyst reviews every record: it groups each account with its people, deals, notes, activities and tasks, and a fast model (Claude Haiku 4.5) reads it once, returning the record's type, lost reasons, services, objections, intent, contacts who left, and dated facts, each with its quote.
  • Code checks every quote against the notes and drops anything it can't find. Code then decides the record type, consent, hygiene flags, the score, the tier and the next best action, and writes a summary and the Account Digital Twin.
  • A record whose notes haven't changed is not read again (the answer is cached), so a re-run is almost free; the first results appear within seconds, largest opportunities first.
  • In the prototype it runs over 300 synthetic records (292 accounts and 8 leads with no company). The same code runs over DMA's 30,000 records once DMA's Nutshell is connected: that is the data it needs.

The flow

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

Mirrored recordsafter each syncAccount bundlepeople · deals · notesAI reads oncefacts with quotesQuotes checkedor droppedCode decidestype · score · tier · nextstepThe moneyToday and the daily report
Step 1 of 5

Every record

Each account is grouped with everything attached to it.

  • Stored data
  • Rule in code
  • AI
  • Routing
  • Screen

Where the data goes

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

  1. 1Nutshell records

    Source

    Every account, person, deal and note.

  2. 2Sync

    Copies Nutshell changes into the bridge database

    A finished sync starts the run.

  3. 3Bridge database

    A copy of the CRM data, plus what the AI works out

    Facts, labels, flags, scores, summaries and twins.

  4. 4AI

    Claude models, only through DMA's own gateway

    Claude Haiku 4.5 reads each record once; unchanged records are not re-read.

  5. 5Write gate

    The only way back into Nutshell: checked, approved when needed, sent once

    AI fields for Nutshell, under DMA's field rules.

  6. 6Nutshell

    The system of record

    AI Score, Tier, Reason and Next Best Action on each record.

The tables behind it

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

ai.pipeline_runsPKiduuidtriggertextstatustextphasetextfirst_results_attimestampcountsjsonb+ 7 more columnsai.extracted_factsPKiduuidfact_keytextconfidencenumericevidence_quotetextstatustextIDprompt_iduuid+ 9 more columnsai.account_twinPKaccount_iduuidPKtwin_versionintegerlifecycle_statetextrecord_class_codetexttiertextnbatextIDprompt_iduuid+ 9 more columns

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

TableWhat it holdsColumns
ai.pipeline_runsEach review run: its progress, counts and first-results time.13
ai.extracted_factsFacts found, each with its quote.15
ai.account_twinOne living picture per account.16
How the tables connect (2)
ColumnPoints toKept by
ai.extracted_facts.prompt_idagent.promptsThe application (by id)
ai.account_twin.prompt_idagent.promptsThe application (by id)

Worked example

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

From the review run to Today

1 / 2

What you see

1.The result, in money

Today leads with what the reviewed records are worth and the top ones to act on.

localhost:13301/
Today: the reviewed records, in money.
Callout 2

What happens in the system

  • Bridge databaseai.pipeline_runs

    300 records reviewed; tiers A 27, B 91, C 182; revivable value $10,575,040.

  • LLM gatewayAI gateway

    Claude Haiku 4.5, about $0.0027 per record on a first read; unchanged records are served from the cache.

The prototype's latest review run over its 300 synthetic records (292 accounts and 8 leads with no company).

What the review found

Records reviewed
300292 accounts and 8 leads with no company.
Facts found (with quotes)
20751 more were dropped because their quote couldn't be found in the notes.
Former clients
48
Lost deals with a value
82
Tiers (all 300 records)
A 27 · B 91 · C 182260 of the 300 are dormant; the other 40 are open opportunities or not buyers, all tier C.
Value of the dormant records
$12,232,890
Revivable value
$10,575,040
Blocked from email by consent
15
Possible duplicates flagged
31
Model cost of a first read
About $0.0027 per recordA re-run with unchanged notes costs nothing: the answers are cached.

In the running POC

localhost:13301/
Today: the reviewed records, in money.

1 / 2Today: the reviewed records, in money.

  1. 1What the top of the list is worth.
  2. 2How many dormant records were reviewed.
  3. 3Draft emails for the list.

Dashboard · Today. Captured from the running POC on September 25, 2026; synthetic data.

See it live

Opens the exact screen in the running POC, in a new tab.

OpenWhereWhat to try
TodayDMA AI dashboardThe review's results, in money.

Status

Built — needs DMA's data

Built — needs DMA's data. This capability runs in the POC today. It needs DMA's own content or data to go live; no code change is needed for that.

4.2 AI review of all 30,000 records · DMA AI proof