An audience is described, agreed, and only then assembled. Contradictions between fields are surfaced instead of being averaged away. Sizing comes before spending, on every job.
Entity resolution
Collapsing several records describing one organisation into a single row, with the reasoning kept rather than discarded.
Domain attribution
Establishing which web presence belongs to an organisation rather than to its host or its agency.
Change log
A note of what each processing stage altered, kept so the build can be retraced.
A short description is enough to begin. We will come back with what it implies.