The single page Corrina opens before every fortnightly sprint review. One primary lead measure at the top — the goal-congruence anchor everything else rolls up to. Three measurement layers beneath it. Phase-coupled targets. The reporting loop visualised so the direction of flow is never in doubt.
Source: V4 Ch 10 · V5 Ch 12 — vocabulary translated per Door 3 policy.
Each layer answers a different question. Coverage Quality answers "did the campaign show up?" Attribution & Funnel answers "did the campaign convert?" Share of Voice answers "did the campaign change the conversation?"
Every press placement gets a unique, trackable destination URL (e.g. flip360.com.au/afr, flip360.com.au/equitymates). Every funnel stage is instrumented from placement to first paid commission.
The Flip 360 platform's hash-chained ledger (Vol 2) is the ground truth for stage 4 — commission events are cryptographically provable, not promissory. Earned-media attribution is layered on top of multi-touch GA4 attribution for paid channels.
Monthly share-of-voice tracking against three benchmark phrases in Australian press:
"passive income"
"side hustle"
"second income"
Year-1 target: by month 12, Flip 360 / Mathew Punter is the most-mentioned brand-founder pair against the phrase "second income" in Australian business press.
Tier 1 is the primary lead measure. Tiers 2-4 are subordinate measures whose movement should — over time — predict Tier 1 movement. Goal congruence is the test: if a Tier 3 number is improving but Tier 1 isn't, the diagnostic is broken, not the goal.
| Tier | KPI / Metric | Owned by | Reporting cadence |
|---|---|---|---|
| Tier 1 · Outcome | Affiliates with first paid commission | PMO (joint WS1 + WS2) | Monthly to Founder |
| Tier 2 · Performance | Affiliate sign-ups · CAC by vertical · LTV by vertical | WS1 (YDT) | Sprint review (fortnightly) |
| Tier 3 · Diagnostic | CPM · CTR · landing-page conversion · email open · CRM stage flow | WS1 (YDT) | Weekly |
| Tier 4 · Brand | Aided recall · category association · sentiment | WS1 (YDT) — quarterly panel survey | Quarterly |
Per-KPI RACI is surfaced in full on /approve (Commit 7). Across all four tiers: R = Corrina / her team, A = Carla rolling to Mathew, C = the other partner, I = adjacent workstream leads.
GA4 across all paid channels — first-click, last-click, time-decay all surfaced.
Standardised by YDT, audited monthly by the CoSai analyst (under WS2 Product Reporting).
First-class citizens — the hash-chain ledger (Vol 2) provides ground truth for the flywheel KPI.
Minimum 30% of paid spend retained for brand-building (non-attributable) at all times.
Targets aren't a single year-end number. They're four 90-day checkpoints, each coupled to a phase of the campaign arc. If a phase ends and the checkpoint is missed, the reallocation gate triggers (see /channels RACI footnote).
3 Tier-1 pieces · 6 podcast episodes · TEDx confirmed (talk written)
Press-kit clicks ≥ 4× baseline · 200+ early affiliate registrations
First mention in "second income" benchmark phrase tracking (any AU business press)
6 Tier-1 pieces total · 12 podcast episodes total · Sky/ABC broadcast slot
50+ paid first-commission events · CAC ≤ target by vertical · LTV cohort signal positive
Flip 360 in top 5 brand-founder pairs for "second income" in AU business press
9 Tier-1 pieces total · 18 podcast episodes total · TEDx delivered
200+ paid first-commission events · CAC trending down · LTV/CAC ≥ 3 in 4+ verticals
Flip 360 in top 3 brand-founder pairs for "second income" in AU business press
12 Tier-1 pieces · 24 podcast episodes · 30+ total earned placements
500+ paid first-commission events attributable to earned media · LTV/CAC ≥ 3 across all 7 verticals
Flip 360 / Mathew Punter is the #1 brand-founder pair for "second income" in AU business press
The dashboard isn't a vanity surface. It is the input to a structured reporting loop. Corrina's workstream feeds the PMO; the PMO feeds the Founder. The Founder's role is to endorse direction, not to micromanage Tier-3 diagnostics.
Compiles fortnightly sprint review — Tier 2/3 metrics, channel-mix decisions, pipeline movement, creative ship-rate, blockers.
Rolls WS1 + other workstreams up to Tier 1 outcome. Surfaces goal-congruence checks. Flags reallocation triggers across workstreams.
Endorses or redirects against the primary lead measure. Decides on cross-workstream reallocations. Never edits Tier-3 diagnostics directly.
The flow is always workstream → PMO → Founder. Never reversed. The Founder's questions go back through the PMO; they do not bypass it. This is the governance discipline that protects the workstream leads from execution thrash, and protects the Founder from drowning in Tier-3 noise.
Every subordinate measure must, over time, predict primary-lead-measure movement. If Tier-3 improves but Tier-1 doesn't, the diagnostic is broken — not the goal.
Workstream → PMO → Founder. Never reversed. The Founder is the strategic endorser, not the dashboard reader.
The primary lead measure does not change quarter-to-quarter. Subordinate measures may rotate; the anchor does not.