Decision taxonomy
Needs, constraints, proofs, objections, use cases and action states.
Intent architecture
Start with the conversation, not a keyword list.
We map the user’s need, constraints, comparison criteria, proof requirements and next action across discover, compare and decide states.
Decision design
Map the job before writing the ad.
Each territory defines why the moment matters, what the person is trying to resolve, which proof can help and where the click should lead.
Decision-state planningDiscover, compare and decide receive different creative jobs and calls to action.
Context-hint structureCoverage is organised around relevant themes without pretending to guarantee a specific conversation.
Landing continuityThe destination answers the same constraint and proof question introduced by the ad.
Discover
NeedReliable weekly travelHigh frequency · cabin only
ConstraintUnder $250Durability over novelty
Compare
Trade-offWeight vs. warrantyDecision criteria emerging
ProofReplaceable partsSpecific utility claim
Decide
ActionSee cabin dimensionsResolve the final objection
DestinationProduct detail pageSame promise and evidence
Architecture deliverables
A complete operating map for strategy, creative and measurement.
Territory register
Prioritised territories with owner, objective, evidence and destination.
Context-hint plan
Structured contextual guidance for campaign setup and review.
Continuity checklist
Ad-to-landing alignment for claims, price, proof and next action.
Example territory register
Every row has a specific creative job.
StateTerritoryPrimary constraintProofDestination
DiscoverWeekly carry-onCabin size and durability38L dimensions; replaceable wheelsProduct detail
CompareWeight vs warrantyUnder 3.2 kg; under $250Warranty terms; material specComparison guide
DecideFinal fit checkAirline cabin compatibilityAirline size table; returnsSize checker
Next step
Build the decision map first.
The architecture becomes the shared operating system for strategy, creative, landing pages and reporting.