Section 8 · AI Mini-Consultant — Earn the Meeting

8.4Matched case study

Built — needs DMA's data

No.: 8.4
DMA's reference: Decision Book p.20
Phase: Phase 1
Autonomy: L4 · Autonomous
DMA's decision: Yes

What DMA asked for · Decision Book p.20

Show one case study or proof point that matches the prospect's industry or problem.

Why it matters to DMA: Relevant proof convinces; generic proof doesn't.

In our words, from DMA's Product Decision Book v3, page 20.

How we do it

Case studies are stored as approved documents, each tagged by industry and problem, with its claims listed separately.
When a visitor objects or asks for proof, the strategist asks for a case study for the visitor's industry (found by the note-taker during the chat). It gets one only if it matches; if nothing matches, it doesn't mention case studies at all.
It quotes one approved claim and calls it "a sample case study" in the POC. The six in the POC are samples; DMA's real case studies, with the claims DMA approves, are the data this needs to go live.

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 4

The visitor needs proof

An objection or a direct question.

Person
Stored data
AI
Rule in code
Screen

Where the data goes

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

1Website chat
Source
The objection and the visitor's industry.
2Sync
Copies Nutshell changes into the bridge database
Not involved.
3Bridge database
A copy of the CRM data, plus what the AI works out
Approved case studies, tagged, versioned, with their claims.
4AI
Claude models, only through DMA's own gateway
Chooses to use proof; quotes only approved claims.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Not involved.
6Nutshell
The system of record
The chat summary notes the proof shown.

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.kb_documents	Approved content: case studies, objection answers, FAQs and service pages, with tags and claims.	17

How the tables connect (1)

Column	Points to	Kept by
ai.kb_documents.approval_id	ctrl.approvals	The application (by id)

Worked example

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

A matched case study in a real chat

1 / 2

What you see

1.An objection from a dental practice

"We already have an agency." The approved answer, plus one line from the dental sample case study.

A dental practice owner says they already have an agency: the approved answer, plus the matching sample case study.

What happens in the system

Tool callkb_search · get_case_study
Both are called in the same step, with the industry from the chat notes.
Rule enginematch only
A case study is returned only if its industry matches; otherwise the reply doesn't mention one.

Right-hand values come from a real run of the POC on September 25, 2026 (trace tr_muh5tbo52jgpqd0smgrf8, tr_muh5tbqv18g3rgfbfdhda…). Rows marked “sample” are illustrative.

The six sample case studies in the POC and which visitors they match.

Sample case studies (to be replaced by DMA's own)

Case study	Shown to
Multi-location dental	Dental practices
Legal, paid search	Law firms
Franchise, local search	Franchise groups
HVAC and home services	Home-service businesses
B2B software, SEO	B2B software companies
E-commerce, ads and email	Online shops

In the running POC

1 / 2A dental practice owner says they already have an agency: the approved answer, plus the matching sample case study.

1The objection, in the visitor's words.
2The approved answer, with one line from the matching case study.

Website chat · BrightSmile Dental demo site. 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.

Open	Where	What to try
BrightSmile Dental demo site	Demo prospect website	Say "we already have an agency" in the chat.
Knowledge	DMA AI dashboard	The case studies and their tags.

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.