{
  "schema_version": "1.0",
  "baseline": "V4",
  "updated_at": "2026-04-22",
  "owner_session": "B",
  "phase": "Journey Intelligence System (post-12F · B-owned contract)",
  "purpose_th": "Journey Business Value Model · ตอบว่า 'journey ไหนสร้างมูลค่าสูงสุดทางธุรกิจ' โดยไม่จำกัดแค่รายได้ตรง · แยก 8 value family · formula + weights + examples + confidence + caveats",
  "purpose_en": "Journey Business Value Model · answers 'which journey produces the highest business value' · not limited to direct revenue · 8 value families · formula + weights + examples + confidence + caveats",
  "hard_rules": [
    "ทุก journey ต้อง map ไปยัง formula_id อย่างน้อย 1 ตัว",
    "Weights เป็น claude-proposed defaults · ต้อง tune หลัง pilot ตาม A-side runtime",
    "ห้ามเปรียบเทียบ journey ข้าม family โดยตรงโดยไม่ normalize",
    "Sensitive-surface journey ไม่เข้าสู่ public leaderboard จนกว่าจะ dual-approved",
    "Value score ที่แสดงใน dashboard ต้อง label ชัดว่าเป็น 'modeled value' · ไม่ใช่รายได้จริง (ยกเว้น revenue_generated_if_any)"
  ],
  "value_categories": [
    {"id":"direct_revenue","label_th":"รายได้ตรง","label_en":"Direct revenue","unit":"THB","typical_journeys":["J-SEARCH-TO-BOOKING","J-JOURNEY-TO-BOOKING","J-CONTENT-TO-BOOKING","J-EVENT-TO-BOOKING","J-WALLET-TOPUP","J-WALLET-PAY"],"confidence":"high","measurement":"payment success · subtract refunds","caveats":"GMV ≠ platform net · แยก take_rate + commission ต่างหาก"},
    {"id":"conversion_value","label_th":"มูลค่า conversion (ที่ยังไม่จ่ายทันที)","label_en":"Conversion value (pre-payment)","unit":"score","typical_journeys":["J-SEARCH","J-SEARCH-TO-DETAIL","J-CONTENT-BROWSE-DETAIL","J-NEARBY","J-DISCOVER-BROWSE","J-TAG-TO-BROWSE","J-RECOMMEND-TO-DETAIL"],"confidence":"medium","measurement":"weighted detail-opens + add-to-plan + saved-items","caveats":"proxy สำหรับ direct_revenue · ไม่ใช่ revenue จริง"},
    {"id":"lead_value","label_th":"มูลค่า Lead","label_en":"Lead value","unit":"score","typical_journeys":["J-MICE-INQUIRY","J-SURVEY-SUBMIT","J-WIZARD-PREMIUM-ENTRY (pending quote)"],"confidence":"medium","measurement":"count × quality × stage","caveats":"ควร tune ตาม conversion rate จริงของ lead แต่ละ type"},
    {"id":"engagement_value","label_th":"มูลค่ามีส่วนร่วม","label_en":"Engagement value","unit":"score","typical_journeys":["J-CONTENT-MEDIA-WATCH","J-BANNER-MEDIA-WATCH","J-YOUTUBE-EMBED-WATCH","J-FLIPBOOK-VIEW","J-RECOMMEND-BROWSE","J-CONTENT-DETAIL-ONLY","J-ADVERGAMING"],"confidence":"medium","measurement":"weighted impressions + interactions + media watch","caveats":"impression-inflation risk · normalize per user"},
    {"id":"retention_value","label_th":"มูลค่าการกลับมาใช้","label_en":"Retention value","unit":"score","typical_journeys":["J-RESUME-LAST-SCREEN","J-WALLET-VIEW","J-POINTS-VIEW","J-POINTS-REDEEM","J-TRIP-MANAGE","J-COCKPIT-CONFIG"],"confidence":"medium","measurement":"D1/D7/D30 return + resumed_count × value-weight","caveats":"ต้องตัด bot + shared device"},
    {"id":"operational_efficiency_value","label_th":"มูลค่าประสิทธิภาพการทำงาน","label_en":"Operational efficiency value","unit":"score","typical_journeys":["J-INBOX-TRIAGE","J-DAILY-QUEUE-TRIAGE","J-GENERATED-REVIEW"],"confidence":"medium-high","measurement":"throughput improvement + SLA adherence + recurrence reduction","caveats":"baseline จำเป็น · ต้องวัด 'ก่อน vs หลัง'"},
    {"id":"governance_risk_reduction_value","label_th":"มูลค่าลดความเสี่ยง governance","label_en":"Governance / risk-reduction value","unit":"score","typical_journeys":["J-GENERATED-REVIEW","J-PUBLISH-PROMOTE","J-STAKEHOLDER-VIEW"],"confidence":"medium","measurement":"sensitive-surface approvals-in-SLA + incidents prevented + audit-clean rate","caveats":"hard to quantify in THB · ใช้ score"},
    {"id":"ecosystem_value","label_th":"มูลค่าต่อ ecosystem","label_en":"Ecosystem value","unit":"score","typical_journeys":["J-CONTENT-SHARE","J-SHARED-LINK-ENTRY","J-EMBED-PARTNER","J-MICE-INQUIRY (partner referral)"],"confidence":"medium","measurement":"share-out + embed-in + partner-referral weighted","caveats":"ต้องแยก 'shared by staff' vs 'shared by user'"},
    {"id":"data_enrichment_value","label_th":"มูลค่าข้อมูลที่ได้","label_en":"Data enrichment value","unit":"score","typical_journeys":["J-TAG-FILTER","J-LANG-SWITCH","J-SURVEY-SUBMIT","J-AI-PLAN","J-NEARBY (geoloc consent)"],"confidence":"medium","measurement":"tag events + filter refinements + survey completions + consented PII gained","caveats":"PDPA compliance · ต้อง consent · ไม่รวม PII ที่ไม่ consent"}
  ],
  "formula_families": [
    {"id":"bv-direct-revenue","family":"direct_revenue","expression":"sum(payment.amount - refund.amount) · time-windowed","typical_for":"booking / payment / wallet journeys","notes":"include WHT 3% for Thai affiliates per CLAUDE.md"},
    {"id":"bv-conversion","family":"conversion_value","expression":"Σ (stage_weight_i × count_i) · normalize per journey","typical_for":"browse/detail without direct transaction","notes":"stage_weight examples: impression 0.01 · click 0.1 · detail-open 0.3 · saved 1.0"},
    {"id":"bv-lead-value","family":"lead_value","expression":"Σ (lead_count × quality × expected_conversion)","typical_for":"mice-inquiry · survey · sales-qualified lead","notes":"quality inferred from completeness + tier · expected_conversion per lead type"},
    {"id":"bv-engagement-basic","family":"engagement_value","expression":"0.1·impressions + 0.3·interactions + 1.0·active_minutes","typical_for":"passive/engagement journeys","notes":"normalize per user per day · cap at 60 active_minutes"},
    {"id":"bv-engagement-media","family":"engagement_value","expression":"0.3·start + 1.0·(completion_ratio × duration_seconds/60)","typical_for":"media/immersive","notes":"complete = watch ≥80% OR explicit-end"},
    {"id":"bv-engagement-conversion","family":"engagement_value + conversion_value","expression":"bv-engagement-basic + bv-conversion (weighted)","typical_for":"content cards that both engage + convert"},
    {"id":"bv-engagement-retention","family":"engagement_value + retention_value","expression":"bv-engagement-basic + 2.0·resumed_count + 3.0·D7_return","typical_for":"wizard · cockpit config · trip manage"},
    {"id":"bv-retention","family":"retention_value","expression":"D1·1 + D7·2 + D30·3 · weighted per user","typical_for":"wallet · points · account-level journeys"},
    {"id":"bv-operational-efficiency","family":"operational_efficiency_value","expression":"(throughput_now - throughput_baseline) + (sla_adherence_now - sla_adherence_baseline) × 10","typical_for":"queue · inbox · review journeys","notes":"baseline = median of last 28 days"},
    {"id":"bv-governance-risk-reduction","family":"governance_risk_reduction_value","expression":"approvals_in_sla + 2·sensitive_dual_completed - 3·expired_approvals - 5·incidents_prevented_inverse","typical_for":"review · approval · publish · stakeholder","notes":"incidents_prevented is a Claude-derived heuristic · needs human review per SLA tuning"},
    {"id":"bv-ecosystem","family":"ecosystem_value","expression":"1·shares_out + 2·embed_returns + 3·partner_referrals","typical_for":"share · embed · deep-link"},
    {"id":"bv-data-enrichment","family":"data_enrichment_value","expression":"1·tag_events + 2·survey_completions + 5·consented_pii_field","typical_for":"tag · survey · language preference · wizard demographic step","notes":"consent is mandatory · unconsented PII never counted"}
  ],
  "weights_default": {
    "rationale_th":"Defaults จาก Claude-proposed priority: direct revenue > operational efficiency > retention > governance > conversion > engagement > ecosystem > data enrichment",
    "table":[
      {"family":"direct_revenue","weight":1.0,"unit":"THB → treat as primary metric · not normalized"},
      {"family":"operational_efficiency_value","weight":0.8},
      {"family":"retention_value","weight":0.7},
      {"family":"governance_risk_reduction_value","weight":0.6},
      {"family":"conversion_value","weight":0.5},
      {"family":"engagement_value","weight":0.4},
      {"family":"ecosystem_value","weight":0.3},
      {"family":"data_enrichment_value","weight":0.3},
      {"family":"lead_value","weight":0.5}
    ],
    "honest_note":"weights เป็น starting point · การเปรียบเทียบ 'journey ไหนดีที่สุด' ต้องระบุ weight scenario ที่ใช้เสมอ (เช่น 'optimize-for-revenue' vs 'optimize-for-retention')"
  },
  "scoring_scenarios": [
    {"id":"scenario-revenue-first","label_th":"เน้นรายได้ก่อน","weights_override":{"direct_revenue":1.0,"conversion_value":0.6,"lead_value":0.6,"retention_value":0.4},"notes":"exec briefing · investor view"},
    {"id":"scenario-growth","label_th":"เน้น growth + retention","weights_override":{"retention_value":1.0,"engagement_value":0.7,"ecosystem_value":0.6,"direct_revenue":0.7},"notes":"product-led growth view"},
    {"id":"scenario-operations","label_th":"เน้น operations","weights_override":{"operational_efficiency_value":1.0,"governance_risk_reduction_value":0.8,"direct_revenue":0.5},"notes":"city-manager + operations team"},
    {"id":"scenario-governance","label_th":"เน้น governance","weights_override":{"governance_risk_reduction_value":1.0,"data_enrichment_value":0.5,"retention_value":0.5},"notes":"DPO + legal + compliance team"}
  ],
  "top_value_examples_by_category": {
    "direct_revenue_top_candidates":["J-WALLET-TOPUP","J-CONTENT-TO-BOOKING","J-EVENT-TO-BOOKING","J-MICE-INQUIRY (downstream)"],
    "retention_top_candidates":["J-RESUME-LAST-SCREEN","J-POINTS-REDEEM","J-TRIP-MANAGE"],
    "operational_efficiency_top_candidates":["J-DAILY-QUEUE-TRIAGE","J-INBOX-TRIAGE"],
    "governance_top_candidates":["J-GENERATED-REVIEW","J-PUBLISH-PROMOTE"],
    "engagement_top_candidates":["J-CONTENT-MEDIA-WATCH","J-BANNER-MEDIA-WATCH","J-VIRTUAL-TOUR","J-ADVERGAMING"],
    "data_enrichment_top_candidates":["J-TAG-FILTER","J-SURVEY-SUBMIT","J-NEARBY (with geoloc consent)"],
    "ecosystem_top_candidates":["J-CONTENT-SHARE","J-SHARED-LINK-ENTRY","J-EMBED-PARTNER"]
  },
  "caveats": [
    "อย่าเปรียบเทียบ J-VR-SCENE (engagement_value heavy) กับ J-WALLET-PAY (direct_revenue) โดยใช้ sum ตรง ๆ · ต้อง normalize per family",
    "ถ้า weight scenario ไม่ถูกประกาศ · dashboard ต้อง default เป็น scenario-revenue-first + flag 'default scenario'",
    "Sensitive-surface journey (PDPA · biometric · financial · emotional · legal · sovereign-data) ไม่ควรเข้าสู่ public 'top value' leaderboard จนกว่าจะ dual-approved",
    "Direct_revenue ใช้ net (ลบ refund + WHT) · ไม่ใช่ GMV",
    "Data_enrichment_value ใช้เฉพาะ PII ที่ consent แล้ว"
  ],
  "honest_note_th":"Model นี้ทำให้ 'วัดได้' แต่ 'ไม่ได้การันตีว่า weight ถูกต้อง' · พร้อม instrument จริงเมื่อไหร่ · ต้อง tune หลัง pilot · ค่าที่แสดงใน dashboard = modeled value · ไม่ใช่รายได้จริง ยกเว้น revenue_generated_if_any",
  "honest_note_en":"This model makes value measurable · it does NOT claim the weights are correct · tune after pilot · dashboard score = modeled value · only revenue_generated_if_any reflects real cash"
}