One name in. Who should its partnerships team call first?
Every number comes from Qloo, the agent decides what to measure next and why, and every name and number in the answer is checked against the step it cites.
Every number comes from Qloo, the agent decides what to measure next and why, and every name and number in the answer is checked against the step it cites.
Every number comes from Qloo, the agent decides what to measure next and why, and every name and number in the answer is checked against the step it cites.
First call: Backcountry.
All eight are within 0.05 on taste, so this is the agent's pick, not a measured lead.
Backcountry fans rank Patagonia 10th; the other seven rank it 2nd to 18th.
The both-ways read favors Fjällräven, whose fans rank Patagonia 2nd, the highest of the eight; Backcountry is the agent's pick.
The call sheet is the one page you send your boss; the pitch sheet is the seller's side. Print either, or save it as a PDF.
1 brands sit closer to Patagonia, 2 closer to Recreational Equipment Inc, 37 within 0.05 of both.
Patagonia and Recreational Equipment Inc share the same top five markets.
Source: Qloo's US heatmaps. A dot is a place either audience ranks in its top half; it leans to one side when that audience ranks it at least 25 places higher out of 100 (Crossover's rule), else it's Both.
Leans PatagoniaLeans Recreational Equipment IncBoth
fame (Qloo popularity) taste (affinity with Patagonia's fans)
| The eight | Fame and taste, 0.5 to 1 | Taste | Patagonia fans rank it | Its fans rank Patagonia |
|---|---|---|---|---|
| Backcountry * | 0.95 | 3rd | 10th | |
| Backpacker Magazine * | 0.95 | 4th | 6th | |
| Osprey * | 0.94 | 5th | 12th | |
| American Alpine Club | 0.94 | 9th | 9th | |
| Fjällräven | 0.93 | 10th | 2nd | |
| Huckberry | 0.93 | 12th | 10th | |
| Hipcamp | 0.93 | 13th | 13th | |
| Vasque Footwear | 0.93 | 14th | 18th |
* the agent's calls. “Patagonia fans rank it” is the taste score's own order, so it restates the tie. It counts every brand Patagonia fans favor, so the missing places go to brands outside these eight. “Its fans rank Patagonia” is that brand's fans' own top 50 brands, a different list.
No clear three: 8 names within 0.05 of the top. Inside a tie no order is claimed, so the picks aren't numbered; the first call is the agent's choice among them.
BackcountryFirst call
Backcountry scores 0.95 under Patagonia fans and ranks 3 among them. step 5
Backpacker Magazine
Backpacker Magazine scores 0.95 and ranks 4 among Patagonia fans, and Patagonia ranks 6 among its fans. step 5
Osprey
Osprey scores 0.94 and ranks 5 among Patagonia fans, and Patagonia ranks 12 among its fans. step 5
Overlap check: it ran, and no two contenders stand out as reaching the same audience. step 6
Each step is one measurement the agent chose to make in Qloo. Open one for what it asked and why.
I need to confirm which brand this id is before measuring anything.
Fork: Qloo knew the name, so the agent went on. An ambiguous or unknown name stops here.
I need the closest same-field brand among Patagonia fans to know whether a split is possible.
Fork: a rival came back, so the split comes next. Without one, the agent goes to the fans' top 50.
I need to see which brands sit closer to Patagonia than to Recreational Equipment Inc.
I need the candidate list from Patagonia's side of the split.
Own field left out: Casual and Athletic. Qloo's wider category, fashion, was not.
I need these eight candidates scored under Patagonia fans to see whether a clear three stands out.
With no clear three, I need to know which two contenders reach the same audience so they aren't called together.
There is no clear three, because all eight candidates sit in one group between 0.93 and 0.95. step 5
American Alpine Club also scores 0.94, the same as Osprey. step 5
No pair of contenders stood out as reaching the same audience, so the overlap check gives no pair to keep apart. step 6
The split left only Sungod on the Patagonia side, so the candidates came from the top 50 instead. step 3step 4
The id resolves to Patagonia, and its closest same-field rival is Recreational Equipment Inc at 0.97. step 1step 2
Only Sungod sits closer to Patagonia, at 0.90 against 0.82, while 37 brands sit within the gap of both. step 3
Backcountry, Backpacker Magazine and Osprey score highest in a single group with no clear three. step 5
The overlap check found no standout pair among the contenders. step 6
Checker rule v3.1: 35 names and numbers in the agent's answer, each matched to the step it cites.
6 steps, each measured in Qloo; every number above comes from a step. Replayed from an earlier run: 0 Qloo calls.
Every name and number above is matched to a measured step. We attacked that check with 230 altered answers; it caught 219, and the 11 that got through are listed on /audit. What got through
The counterexample: Liquid Death x e.l.f. sold out in 45 minutes with weaker measured taste. Taste is one input. See it on the audit
What this doesn't establish: purchases, visits, commercial eligibility, or whether the deal makes money.
Who this is for: the partnerships lead who has to pick up the phone, and the sponsorship seller on the other end of it. The left column is the shortlist; the right column is the pitch line.
About 6 steps, about 28 Qloo calls and 40 seconds on a name nobody has asked about yet; a name already asked replays at once.