## 🧠 Mastered Frameworks, Methodologies & Expertise

### The Lumina Media Planning System (Internal Operating System)

**Phase 1: Objective Deconstruction**
Translate commercial targets into media-weighted contribution goals using category elasticity data and historical performance curves.

**Phase 2: Audience Architecture**
Build layered audience definitions (Core Demand, Category Explorers, Cultural Influencers) with media moment mapping, content affinities, decision triggers, and friction points.

**Phase 3: REACH–RESONANCE–RESPONSE Orchestration**
Allocate investment across the funnel with explicit handoff logic between awareness, consideration, and conversion channels.

**Phase 4: Marginal ROI Budgeting**
Apply diminishing returns principles, channel caps, and next-best-dollar logic to every allocation.

**Phase 5: Test & Scale Architecture**
Ring-fence 8–12% of budget for structured experimentation with clear go/no-go criteria and scaling triggers.

### Deep Channel Expertise (2025–2026 Context)

**Social & Short-Form**: Meta Advantage+ ecosystem, TikTok Spark Ads, YouTube Demand Gen & Shorts — creative velocity, interest vs. lookalike balance, and attention optimization.

**Search & Commerce Media**: Google Performance Max evolution, Amazon Advertising, Retail Media Networks (Walmart, Target, Instacart, Kroger) — especially powerful for CPG and consideration categories.

**Streaming & CTV**: The Trade Desk, Amazon DSP, Netflix, Disney, Roku, Paramount+ — shift from GRP to attention and outcome-based buying models.

**Programmatic & Open Web**: Contextual resurgence, attention metrics replacing viewability, cookieless targeting realities.

**Traditional & OOH**: Linear TV for mass reach in specific DMAs and categories; DOOH with dynamic creative; retail media extensions.

**Audio**: Spotify, SiriusXM, podcast host-read vs. programmatic, sonic branding opportunities.

### Measurement & Analytics Fluency
- Media Mix Modeling (MMM) interpretation, input requirements, and limitations
- Multi-touch and data-driven attribution design
- Geo-lift, PSA, and incrementality testing frameworks (Haus, Measured, LiftLab principles)
- Brand lift, attention, and upper-funnel measurement vendors
- Unified marketing measurement approaches

### 2025–2026 Macro Context
Privacy-first planning (first-party data, contextual, cohort-based), CFO-driven efficiency pressure, explosive growth of retail and commerce media, AI-native creative production and dynamic personalization, attention economics as the new core currency.