Standard operating procedure · MK11A · Marketing

Monthly Performance Read

Analytical procedure owned by Attribution & Analytics in Marketing. 6 numbered steps, 1 of them a person deciding and 5 of them agent work … more

Marketing manual Service view

Procedure code

MK11A

Analytical

Rule versions in force

v3.0 · v3.7

2 governing rules stacked over it

In force since

2025-09-26

Earliest effective date across those rules

Last reviewed

2026-06-03

Latest review date across those rules

Rules approved by

Director, Marketing Analytics

Rule health

1/2

1 under review · 0 superseded

There is no document register behind this header. The version, the dates and the approver names are read off the governing rules this procedure runs inside, which is the closest thing the estate holds to a document control record. Nobody wrote these procedures. There is no document library behind this page and no Word file anywhere in the estate. Every procedure below is generated from rows this platform already holds: the line and its ordered stations, the owning team and the person accountable for it, the policy items bound to that team, and the governance gates seeded against the function. The steps, the owners, the gates, the approvers, the dwell times and the volumes are read straight off those rows. The sentences that join them together are generated. Read a procedure as the estate describing itself, not as a document somebody signed.

Purpose and scope

What this procedure is for and where it stops

To run monthly performance read to one repeatable standard inside Attribution & Analytics, part of Marketing. more

Entry condition

Runs analytical. Starts when a drift signal breaches tolerance.

Exit condition

The unit clears publish. more

In scope

Every unit of monthly performance read raised inside Attribution & Analytics, from the trigger below through to the final step.
5 of the 6 steps, which run without a person present.
1 decision that stops the line until a named person releases it.

Out of scope

Anything outside the envelope set by the owning team. It leaves the line at a gate and becomes the named approver's decision.
Work that belongs to another function. This line records no handoff, so nothing leaves it mid-flow.
The 2 steps carried on the shared AI GBS spine. They are done for this line but not by this function.

Who owns it

Runs the line

Marketing Analytics Orchestrator

Accountable person

Director, Marketing Analytics

The end of the escalation path. Above them sits Marketing Chief of Staff for the function.

That team’s remit

Owns analysis work end to end inside Marketing. more

That remit describes the whole team, not this one procedure, so its counts are larger than the ones on this page.

Autonomy

60% now · ceiling 84%

Modeling and reporting are fully agentic. more

The procedure, step by step

6 numbered steps · 1 of them stop for a person

A step is one station on the line. more

No.	Step	Who does it	What happens	System of record	Time on the step	In flight
01	Ingest GBSgbs	Attribution Model Agent	Attribution Model Agent performs this step unattended on the shared AI GBS transaction spine, outside the function, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	7.8 hrsstandard 14.8 hrs	8
02	Attribute Agentworkflow	Mix Modeling Agent	Mix Modeling Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	2.9 hrsstandard 4.2 hrs	4
03	Detect anomaly Agentworkflow	Anomaly Detection Agent	Anomaly Detection Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Marketing Automation	2.1 hrsstandard 3.4 hrs	38
04	Draft readout Agentworkflow	Reporting Automation Agent	Reporting Automation Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Digital Analytics	14.5 hrsstandard 28.9 hrs	2
05	Leader review HumanpolicyDecision	Director, Marketing Analytics Releases: Director, Marketing Analytics	Work stops. Director, Marketing Analytics reviews what the line has produced and either releases the unit or sends it back. Nothing downstream of this step runs until that decision is made.Holds until: Held for a named human when the unit exceeds the analysis decision envelope, when confidence falls below the floor, or when a policy clause is engaged.	Customer Relationship Management	5.7 hrsstandard 13.0 hrs	9
06	Publish GBSgbs	Attribution Model Agent	Attribution Model Agent performs this step unattended on the shared AI GBS transaction spine, outside the function, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	8.0 hrsstandard 15.2 hrs	20

The swimlane

The same steps, laid out by who is holding the work

Three lanes: a person deciding, an agent working, and the shared services spine. more

Person1 station and 14% of the dwellAgent3 stations and 47% of the dwellShared spine2 stations and 39% of the dwell3 crossings between lanes

Human

decides

Agent

does the work

GBS

shared spine

System

attributed by rule

Customer Relationship Management

Marketing Automation

Digital Analytics

Customer Relationship Management

Click any station to see who does it, what it costs in time, the rule that gates it and the system attributed to it.

Run the procedure

One unit walked along that swimlane on the happy viable agentified path

Press run and a single unit enters at station 01. Each station takes exactly the dwell this platform records for it and is held by whoever the estate says holds it. more

speed

worked clock

00:00

allowance clock

00:00

stations cleared

0/6

the happy path, worked time0 min of 41 hrs

the same run against its allowance0 min of 3.3 days

Human

decides · 1

Agent

does the work · 3

GBS

shared spine · 2

run log

Nothing has happened yet. more

where the worked time goes41 hrs a unit

Person5.7 hrs · 14%Agent19 hrs · 47%Shared spine16 hrs · 39%3 crossings between lanes

what makes this path viable

The lanes are the recorded lanes. 1 of the 6 stations stop for a person and every one of them still does on this run.
Every one of the 1 decision is still taken by the person who holds it. The happy path is that each one is released first time, not that it is skipped.
The owning team is held to a 84% autonomy ceiling and this run sits at 86% unattended, inside it.
3 systems are attributed across the stations, and 0 of them are connected. Nothing in this run has been watched executing against a real system of record.

what would have to change

One decision, held by Director, Marketing Analytics. more

stays with a person

05 Leader review — The last decision on the line. Something on every procedure ends with a person, so this one is never offered.

what this run is, and what it is not

This is a run, not a forecast. more

Happy means nothing goes wrong: no station raises an exception, no gate sends the unit back, no rework loop fires and nothing sits in a queue between stations. more

The second clock is the allowance. more

A decision may be handed to the agent lane only if two things hold … more

The run reads the station rows only. more

What this run does not model: arrival patterns, contention between procedures for the same person, shift patterns, weekends, learning curves, and the cost of anything. more

Run it again, going wrong

The same unit, the same stations, broken the way the estate already records breaking

This is the same unit on the same stations, breaking. more

No break below was chosen. more

One play head, two tracks, the same scale. The clean run stops when it runs out of stations; the other one keeps going.

As written

6 stations, nothing waiting, nothing sent back

0 min of 41 hrs

now Ingest · Attribution Model Agent · 7.8 hrs

As the ledger has it

the same stations, plus 5 categories the estate already counts

0 min of 3.3 days

now Ingest · Attribution Model Agent · 7.8 hrs

personagentshared spinework the break addsnobody working it

What breaks, and where it is counted

No break below was chosen. more

What the two runs say together

5 counted categories land on this procedure. more

What this run cannot claim

These breaks are shown together on one unit so the shape of a bad day fits on one screen. more

The separation register records a duty conflict against a sub-function and a named post, not against one procedure. more

Two clocks run. Worked time is the sum of the time the work is actually being done … more

Roles and responsibilities

6 named parties

The responsibility grid is assigned by a rule, not lifted from a chart. more

Party	RACI	Steps	Duty	Escalates to
Marketing Analytics Orchestrator orchestrator	Runs the line	0	Sequences this line, holds its timetable and decides what has to surface to a person. more	Raises to Director, Marketing Analytics when a unit falls outside the envelope or confidence drops below the floor.
Attribution Model Agent agent A3% autonomy · ceiling A3% 93% clean · 5% overridden	Responsible	2	Runs the repeatable portion of attribution & analytics inside the shared transaction spine at spine cost and spine controls.	Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Mix Modeling Agent agent A3% autonomy · ceiling A3% 89% clean · 7% overridden	Responsible	1	Executes the attribution & analytics step it owns, posts its evidence, and hands the unit to the next stage.	Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Anomaly Detection Agent agent A4% autonomy · ceiling A4% 88% clean · 9% overridden	Responsible	1	Watches management reporting continuously. more	Escalates to Director, Management Reporting when the unit falls outside the decision envelope or confidence drops below the floor.
Reporting Automation Agent agent A3% autonomy · ceiling A3% 92% clean · 8% overridden	Responsible	1	Runs the repeatable portion of attribution & analytics inside the shared transaction spine at spine cost and spine controls.	Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Director, Marketing Analytics person	Accountable and responsible	1	Holds 1 decision on this line. more	Accountable to Director, Marketing Analytics for the decisions held here.

Decision points and escalation

1 places this procedure stops

05 · Leader review

5.7 hrs

Held for a named human when the unit exceeds the analysis decision envelope, when confidence falls below the floor, or when a policy clause is engaged.

Director, Marketing Analytics

Handoffs out of this procedure

Nothing leaves this procedure for another function. It completes inside Attribution & Analytics.

The rules this procedure runs inside

2 governing rules

Attribution & Analytics Decision Envelope

under review

MK11-POL-200 · envelope · vv3.0

Agents in this lane may act without a human when the analysis sits inside the stated value, risk and confidence envelope. more

Approved by Director, Marketing Analytics · in force 2025-09-26 · reviewed 2026-05-01

Binds Attribution Model Agent, Mix Modeling Agent, Reporting Automation Agent, Incrementality Test Agent, Forecast Agent

EU · UK

Attribution & Analytics Evidence Standard

active

MK11-POL-201 · evidence · vv3.7

Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more

Approved by Director, Marketing Analytics · in force 2025-10-08 · reviewed 2026-06-03

Binds Attribution Model Agent, Mix Modeling Agent, Reporting Automation Agent, Incrementality Test Agent, Forecast Agent

EU · UK

Systems this procedure touches

3 named · 0 connected

System attribution is a rule, not a reading. more

System	Vendor	Domain	Criticality	Steps	Connection
Customer Relationship Management	Salesforce Sales Cloud	crm	critical	4	modeled
Marketing Automation	Marketo Engage	marketing	medium	1	modeled
Digital Analytics	Adobe Analytics	marketing	medium	1	modeled

0 of the 3 systems on this procedure is connected to the platform, and none of the twenty-six in the estate register is. 2 of them are marked as taking a write back, which is a property of the system, not a live path from here.

How it performs

End to end

41.1 hrs

Summed from the time each step sits, standard 3.3 days — running at 52% of the standard.

Touchless

58%

Agent share

83%

A week

In flight

Effort a week

344 human minutes · 2,120 agent minutes

Volume multiplied by the time on each step. more

Assurance over this procedure

4 governance gates sit above it

The twenty-four controls and eighteen exception classes in this platform are held at estate level … more

Gate	What trips it	Who releases it	Clock	Waivable
New or regulated claim approval	Any performance, comparative or regulated product claim not already substantiated	CMO and General Counsel	2 business days	No
Budget reallocation guardrail approval	Reallocation above 5% of campaign budget or $100,000	CMO	1 business day	No
New personal-data use approval	Any new data class, inferred attribute or third-party audience source	Privacy officer	3 business days	No
Crisis or socially sensitive content escalation	Public position, crisis response or politically sensitive topic	CMO and Communications	2 hours	No

Next to it on the same team

Attribution & Analytics

Incrementality Test

MK11B

Mix Reallocation Position

MK11C

All of Marketing

What this document is and is not

These procedures describe the modeled estate. more

Actions

What is waiting on a person

What one procedure document gives you, and what to check before you treat it as the standard.

151

named approvers appear across the library

Every decision point on every procedure carries a job title, not a queue. more

143

steps in the library hand their unit to another function

A handoff is where a procedure stops being one team’s problem. more

controls exist in the estate, and they belong to no procedure in particular

Controls and exception classes are held estate-wide. more

Operations

What this desk is allowed to start

A surface that only reports is not operable. more

Trigger and bound

A procedure document prints purpose, scope, entry and exit, the numbered steps with the actor on each, the roles and their RACI position, the swimlane, the decision points and escalation, the handoffs, the governing rules with version and approver, the systems by rule and the timings. more

Live observability

What the record shows right now

The whole library, by lane, so a single document can be read against the estate it came from. more

Current distribution

2,748 steps

Agent, inside the function1,38951%

Agent, on the shared spine85131%

Person deciding at a gate50818%

Is policy and strategy coming to fruition

Whether the written intent is holding here

Half. The document is complete and every actor on it is measured more

Not holding on the record

A procedure here carries a version, an approver, an in-force date and a last-review date. more