Practical definitions for discussing creativity, growth, artificial intelligence, and operations precisely—without hiding decisions behind acronyms.
How we name the architecture.
These concepts describe the complete system and the distribution of responsibilities among people, products, and processes.
Neomarketing. A model integrating creativity, data, AI, activation, operations, and measurement in a continuous cycle.
Neo-Agency. A human team bringing strategy, cultural sensitivity, craft, judgment, and accountability for the outcome.
Software. Wiwo technology products: connected models, agents, data, integrations and workflows.
The W Model. A five-phase sequence: research, design, orchestrate, amplify, measure and iterate.
A transformation begins when the organization shares the same words to describe it.
What each layer does—and does not do.
The term AI groups different capabilities. Distinguishing them helps determine the risk, supervision and quality required.
generative AI. Models capable of producing or transforming text, images, audio, video, code or other media from instructions and context.
Agent. A system that interprets a mission, consults context and executes permitted actions through defined tools and rules.
Agentic workflow. A workflow where one or more agents coordinate steps, checks and handoffs within observable limits.
RAG. A pattern retrieving authorized information and providing it to the model as context for a response or task.
Evaluation. Systematic testing of quality, accuracy, safety, consistency, or usefulness before and during operations.
Human oversight. Human supervision proportional to impact: review, approval, intervention, and the ability to stop the system.
Metrics connecting marketing and business.
No metric explains growth on its own. Its meaning depends on the period, business model, data quality, and decisions it can change.
CAC. The cost of acquiring a new customer. It must specify included spend, window and attribution criteria.
LTV. Expected customer value throughout the relationship. It depends on margin, frequency, retention and calculation horizon.
ROAS. Attributed revenue per unit of advertising spend. It does not automatically equal profitability or incrementality.
Conversion. The proportion completing a defined action; it requires knowing the denominator, period and event quality.
Incrementality. The share of a result that likely would not have occurred without an intervention, estimated through a valid comparison.
Attribution. A rule or model assigning credit across touchpoints. It helps interpret journeys but does not prove causality on its own.
Work fast without losing control.
AI-first operations need memory, ownership, permissions and quality criteria, beyond access to a model.
Traceability. The ability to reconstruct what happened, with what data, under which version, and who approved the outcome.
Governance. Policies, roles and controls defining what can be automated, with which information and under what supervision.
SLA. An explicit commitment to a service level or time, always associated with specific conditions and responsibilities.
Handoff. Transferring a task or conversation to a person with the context needed to continue.
Orchestration. Coordinating people, systems, data, and decisions so a task moves from beginning to end.
Shared memory. Reusable context that stays available to the team and reduces the need to start over.
