The Impact Engine · scoring + attribution
Know which media is moving the business.
Most reports stop at CPM, impressions, and clicks. The Impact Engine scores every dollar against the outcome you hired media to move, then returns one decision: invest more, hold, or reallocate.
The problem
Reports prove the ad ran. They do not prove the business moved.
Every channel produces its own report, in its own currency. All of it proves delivery. None of it answers the question the business is asking: which media moved velocity, intent, and share, and what should we do about it tomorrow.
What most reports close on · currency
CPM. Impressions. Clicks.
CPM prices the buy. Impressions count delivery. Clicks are a platform proxy. They prove the spot aired and the ad served. The next budget review still asks: “did it sell?”
What Diray scores · outcomes
Retail velocity. Purchase intent. Category share.
Retail velocity, units off the shelf. Purchase intent, demand moving before the cart. Category share, the only metric that names winners. The metrics that survive the post-buy meeting.
The inputs
What feeds it
The engine does not start from zero. It starts from four decades of compounding signal.
Spend
Every dollar, every channel, every day. Linear TV, CTV, streaming, YouTube, digital video, retail media.
Ad data
Airings, placements, dayparts, networks, audiences, platforms. The context around every impression.
Retail signal
Sell-through at Walmart, Amazon, Kroger, Target. Orders, revenue, leads, site traffic. The outcome side.
Four decades of buying data
First-party performance history since 1987. The training signal other engines do not have.
The method
How it works: the daily loop
Once a day, every client, every channel. The same loop, scored against your outcome.
The Media Impact Score
One number. And its why.
The score is never left as a number. Every read decomposes into the factors that moved it, and ends in a decision.
Illustrative cycle · national CPG · scores shown for explanation, not a live client
Named workflow · named human decision
The engine scores. A Diray operator makes the call.
The Impact Engine does not spend money. It returns a recommendation. A Diray operator reviews the score, applies four decades of buying judgment, and makes the decision. The technology amplifies the expertise. It does not replace it.
Context
Where it sits in the measurement world
MMM
Tells you what happened last quarter.
Sales lift studies
Validate what a specific campaign flight drove.
The Impact Engine
Tells you what happened yesterday and what to adjust today. The operational layer between strategic measurement and daily buying.
For every product the engine also runs a baseline with zero media features: outcomes predicted from momentum alone. If media is not outperforming that baseline, the system says so. It never assumes media is always the driver.
The honesty check, built into the model
Next step
Tell us the outcome you need to move.
We will show you which screens, schedules, networks, audiences, and retail signals are moving it.