# 2026-03-04

## 06:00 Memory Review (cron)

Reviewed: 2026-03-01, 2026-03-02, 2026-03-03 daily logs. MEMORY.md updated with:

### New entries added to MEMORY.md
- Tilt SEO keyword cluster analysis (6 clusters, 9,640 combined monthly volume, 6-page plan)
- Google Ads identity verification blocker (both accounts, Rob must act before Mar 16)
- Triple Whale API setup (403 on summary-page, needs scope fix)
- Canva API (OAuth complete, Connect integration, GIE templates found)
- Golden Irish Eggs Notion calendar (separate DB created, calendar view needs manual setup)
- MN Lead Intelligence dashboard fix (wrong worker bug fixed, ISP filter added, 6 real visitors)
- Illumination Lighting Google Ads Mar 2 deep dive (already in MEMORY.md -- no action needed)
- OpenClaw version bumped to v2026.3.2 stable

### Key open items / flags for Rob's return (~Mar 8)
1. **Google Ads identity verification** -- Rob must log in and complete before Mar 16 (blocks ALL campaign budget changes)
2. **MN Lead Intelligence report** -- due Friday Mar 6 (email Alan, CC Rob)
3. **Tradeify launch blockers (Rob-gated):**
   - SendGrid (noreply@tradeify.ie, support@tradeify.ie) via Twilio account
   - STRIPE_ENABLED=true + Stripe webhook endpoint
   - SUPABASE_SERVICE_KEY → Cloudflare secrets
   - DMARC TXT record → _dmarc.tradeify.ie on Cloudflare
   - DNS cutover: tradeify.ie → tradeify-app.pages.dev
   - OAuth consent screen verify (Google)
   - Claude Code auth (run `claude` in terminal once)
4. **Cair Merchant Center** -- review window open since Feb 26, status still unknown. Check phone off contact page, feed ~20 EUR products, request review if not done.
5. **Cair correct account audit (8498379366)** -- still pending since Feb 19
6. **Irelandify** -- Sanity CMS integration, Content Pool images (~20 counties remaining)
7. **Tilt SEO** -- 6 pages needed (3 new, expand IDs 1138/1139, publish ID 1510, delete ID 1140)
8. **Illumination remarketing campaign** -- €200/day budget, 1 click in 30 days. Advisory Council recommends pausing. Rob to confirm.
9. **Anthropic OAuth** -- unresolved compliance risk. Rob to decide on API key vs Gemini primary.
10. **GitHub PAT** -- expires Mar 17, 2026. Rob to renew before expiry.

### Model note
- Switched to Sonnet 4.6 for 24h (Rob's instruction, was at 65% allocation on Mar 3)
- Should revert to Opus 4.6 for main session as per normal hierarchy

## ICP Review Call - Rob & Kieran (18:30)
- Source: https://youtu.be/b57X9WMyCwE
- Transcribed via YouTube auto-captions
- 48 minutes reviewing food/tech prospect list

### ICP Criteria Confirmed
- Over 1M turnover, under 200 staff
- Not already with a big agency
- Growing companies that need help

### Blanket Exclusions
- Government/admin (tender required), catering, single restaurants/cafes
- Sport club management software, ERP (unless B2B potential), IT <10 staff

### Added to BD Dashboard
- 7 HOT prospects (IDs 269-275): Gilbridge, Expert Ireland, Silver Hill Duck, Western Hygiene, Clover Hill, Blancoino, Ray Spirits
- 17 WARM prospects (IDs 276-292): various food/tech/spirits companies
- 40+ companies excluded with reasons

### Key Action Items
- Check Emily's surname at Newport Brands (brand manager, at event tomorrow)
- Illumination Lighting wants to retail candles/diffusers (from recent meeting)
- Fix exclude button jumping bug on prospect dashboard

### Full exclusion log
- memory/feedback/icp-exclusions-mar4.json

## MN Prospects Dashboard - Exclusion Update (evening)
- Rob requested all companies with ICP score < 4 be marked as excluded
- Also all companies from feedback/call rejections (Promise Gluten Free, Teeling, Chocolate Garden, Muff Liquor, Spotlight Oral, Jump Juice)
- Total excluded: 943 companies, 6,448 active remaining
- Bug found: build_dashboard.py was using localStorage only for statuses, not reading from JSON data
- Fixed: getCompanyStatuses() now reads status from companiesData[].status field and merges with localStorage overrides
- Also fixed: index.html was the built output (not a template), so the replace target didn't match. Fixed by directly replacing companiesData in the HTML.
- Deployed to mn-master-prospects.pages.dev

## Illumination Lighting - Attribution Deck Project (evening)
Rob wants a deck showing how e-commerce advertising drives both online sales AND in-store footfall (halo effect).

### Data Collected
All saved in clients/illumination/:

**1. Shopify Daily Sales (sales_data_daily.csv)**
- Period: Nov 2024 - Mar 4, 2026
- Total gross: €1.38M, 6,255 orders
- Online store launched ~June 2025
- Pre-ads avg (Nov24-Jun25): €56k/month
- Post-ads avg (Jul25-Feb26): €115k/month (+105%)
- Jan YoY: €52k (2025) -> €105k (2026) = +101.5%
- Saturday is peak day (€4,650 avg)

**2. Google Ads Monthly (google_ads_with_value.csv)**
- Total spend: €47k (Jul 2025 onwards)
- Google-attributed revenue: €168k
- Google ROAS: 3.6x
- Spend ramped from €1.5k/month (Jul) to ~€9k/month (Nov/Feb)

**3. Meta Ads Campaigns (meta_ads_campaigns.csv)**
- Total spend: €49.5k
- 838 purchases attributed
- Meta-attributed revenue: €270k
- Meta ROAS: 5.5x (outperforming Google)
- 9.1M impressions, 2M reach
- Top campaigns: LA Catalog (5.3x), High Margin Catalog (6.4x), BOFO Showroom Video (7.5x)

**4. Channel Breakdown (from screenshots, not CSV)**
- Nov 2024: POS €68.4k, Draft Orders €6.3k, Online €0.50 = €74.8k total
- Dec 2024: POS €24.2k, Draft Orders €28.6k, Online €0 = €52.8k
- Jan 2025: POS €28.2k, Draft Orders €24k, Online €0 = €52.2k
- Feb 2025: POS €20.9k, Draft Orders €38k, Online €0 = €59k
- STILL NEED: Jan 2026 and Feb 2026 channel breakdown (Rob sending)

### Key Findings
- Combined ad spend: €96.5k (~€453/day, matches Rob's ~€500/day)
- Combined ad-attributed revenue: €438k (47% of total store sales)
- Organic/halo effect: 53% of sales NOT attributed to ads
- Blended total ROAS: 9.7x
- The early months (Nov24-May25) were almost entirely POS + Draft Orders, no online
- Business was saved from liquidation Jan 2024 -- baseline was DECLINING, not growing

### Timeline
- Nov 2024: Tilt took over, set up Shopify POS
- Nov 24 - May 25: Built website, POS only, minimal ads
- June 2025: Website launched
- July 2025: Full ad campaigns kicked in
- Revenue went from €56k/month avg to €115k/month avg

### Deck Purpose
Show client (and use as Tilt case study) that e-commerce ads drive in-store sales too. The "halo effect" argument: brand awareness from online ads lifts footfall. Local geo-targeting alone (€700/month) can't explain the in-store uplift.

### Still Needed
- Jan 2026 and Feb 2026 channel breakdown screenshots (POS vs Online vs Draft Orders)
- In-store POS figures to prove halo effect (Rob mentioned €40k Jan 25 vs €60k Jan 26 in-store)
- Meta monthly breakdown (currently have campaign-level, not month-level)

## ~21:50 Lovable Halo Effect Dashboard
- Logged into Lovable (lovable.dev) as Max via Google account (max@tilt.ie)
- Workspace name: "Max's Lovable"
- Existing projects on account: Sentro Labs Growth Strategy, Right Cloud Launchpad, Toga Ascend, Corrib Growth Engine, Remix of Lovable Slides (x2), Growth Partnership Deck, Tradeify Pitch Deck
- Created new project: **Halo Effect Dashboard**
- Project URL: https://lovable.dev/projects/77205e46-6301-4f03-ba9f-b61370439735
- Published URL: https://halo-glow-dashboard.lovable.app (publish may need retry -- showed "not yet published" on first visit)
- Lovable built all 9 sections with Recharts, dark theme, Tilt branding, scroll animations
- Issue: count-up animations show €0 in preview (intersection observer hasn't fired). Need to verify on live site.
- Lovable plan: free tier (upgrade to Business available). Has "Visual edits" mode.
- Publish flow: click Publish > choose URL > Continue. May need a second step to actually deploy.
- Rob requested building this on Lovable specifically (not just Cloudflare Pages)

## Illumination Data Corrections (22:30)
- Rob flagged revenue chart looked like decline, and ROAS was inflated
- Key decisions:
  1. Use NET sales from Shopify (not gross) -- gross was inflating figures by ~20%
  2. Establish €43k/month baseline (Nov 24 - May 25, actual avg €45,955)
  3. Subtract baseline from each post-baseline month to get incremental revenue
  4. Remove €40k OOH/radio spend -- purely brand awareness, not digital performance
  5. Remove 45% margin references -- client internal data, shouldn't be in presentation
- Corrected figures:
  - Total net revenue (16 months): €1,126,166
  - Incremental net revenue (Jun 25 - Feb 26): €406,599
  - Digital ad spend: €96,497 (Google €47,033 + Meta €49,464)
  - ROAS: 4.2x (digital only)
  - Online Store went from €0 during baseline to €210,568 post-baseline
  - POS grew from €26,313/mo avg to €38,510/mo avg
- New Shopify data files saved to clients/illumination/:
  - net_sales_daily_shopify.csv (total daily with returns/discounts)
  - net_sales_by_channel_daily.csv (Online/POS/Draft breakdown)
- HQ Footfall Tracker: Rob sent but counting method changed (weekly vs daily), too unreliable for dashboard. Left out.
- Dashboard updated and republished at halo-glow-dashboard.lovable.app

## MN Master Prospects Dashboard
- Marked 943 companies as excluded (937 ICP < 4 + 6 call feedback rejects)
- Deployed to mn-master-prospects.pages.dev
- build_dashboard.py has broken inline JSON -- needs fixing for future rebuilds
