[
  {
    "scenarioId": "brightbank-baseline",
    "reason": "no_interest",
    "profile": {
      "id": 0,
      "relevance": "excluded",
      "offlineOnly": false,
      "budget": 9.194340299840878,
      "affinity": 0.7023821921320632,
      "need": 0,
      "priceSensitivity": 1.3341066537433168,
      "dealSeeking": 0.5482479399332337,
      "trustNeed": 0.7048062357585878,
      "informationNeed": 0.2739580763410777,
      "familiarity": 0.019464269105810672,
      "incumbent": 0.5496467744233087,
      "novelty": 0.07526506565045565,
      "urgency": 0.20709744029096328,
      "attention": 0.05936057411599904,
      "patience": 0.5138160475820768,
      "privacyNeed": 0.5856627025059424,
      "socialProofNeed": 0.7408916122512893,
      "mobile": false,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": false,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "no_interest",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0,
        "draw": 0.882626959704794,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.41669433621340435
          },
          {
            "label": "Attention",
            "value": 0.16394515290297562
          },
          {
            "label": "Credibility",
            "value": 0.26505737186688927
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "Structural category exclusion: shopping probability is exactly zero."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Ignore",
        "probability": 0.0006705638658300507,
        "draw": 0.4637262459145859,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-baseline",
    "reason": "purchased",
    "profile": {
      "id": 339,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 37.908710897452444,
      "affinity": 0.784182540490292,
      "need": 0.6433751036878675,
      "priceSensitivity": 1.370700408831921,
      "dealSeeking": 0.30191599719013273,
      "trustNeed": 0.7267489804886282,
      "informationNeed": 0.5902518116310238,
      "familiarity": 0.04236376638291404,
      "incumbent": 0.6147188463946804,
      "novelty": 0.7073646337958053,
      "urgency": 0.47718849378870803,
      "attention": 0.821385232382454,
      "patience": 0.45552799730212423,
      "privacyNeed": 0.67306412498001,
      "socialProofNeed": 0.635636941168923,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": true,
      "reason": "purchased",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 5,
      "stepsCompleted": 5,
      "revenue": 35.75,
      "contribution": 15.04
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.1036902760058167,
        "draw": 0.03386009286623448,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.7917188796098343
          },
          {
            "label": "Attention",
            "value": 0.4199854380805044
          },
          {
            "label": "Credibility",
            "value": 0.2698847757074982
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.0650782206794247,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24025181163102383
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.552872300584856,
        "draw": 0.06231204804498702,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2222314107161947
          },
          {
            "label": "Known price / budget",
            "value": -0.9683220822519322
          },
          {
            "label": "Unanswered information",
            "value": -0.02870507256686676
          },
          {
            "label": "Trust and evidence",
            "value": 0.25684701949937144
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.2630688538279399
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.5639011500170454,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.30191599719013273
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8235164561179793,
        "draw": 0.5232735722092912,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.00733004531618205
          },
          {
            "label": "Cart effort",
            "value": 0.061660879433446156
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5196028393339787,
        "draw": 0.4849048441974446,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.5480474874540229
          },
          {
            "label": "Patience",
            "value": -0.5989192029676634
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9641150130317635,
        "draw": 0.4831863403087482,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3484128972626058
          },
          {
            "label": "Accumulated effort",
            "value": -0.06271432150726905
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9500746961866732,
        "draw": 0.13519831269513816,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.5710100260692706
          },
          {
            "label": "Accumulated effort",
            "value": -0.16549612619973775
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.7612476513485676,
        "draw": 0.32525165111292154,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": -1.6018690956899022
          },
          {
            "label": "Final total",
            "value": 38.25
          },
          {
            "label": "Budget",
            "value": 37.908710897452444
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.9686891858280895,
        "draw": 0.40722419635858387,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.11613763242086861
          },
          {
            "label": "Accumulated effort",
            "value": -0.1864009000354941
          },
          {
            "label": "Step clarity",
            "value": 0.19500000000000003
          }
        ],
        "detail": "1 required fields; 7 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.27059316949453205,
        "factors": [],
        "detail": "Preferred method: card. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9503158233841188,
        "draw": 0.14687809336464852,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4839068017536192
          },
          {
            "label": "Accumulated effort",
            "value": -0.2735041243511455
          },
          {
            "label": "Step clarity",
            "value": 0.169
          }
        ],
        "detail": "5 required fields; 25 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Complete step",
        "probability": 0.9659424351771237,
        "draw": 0.6091312147909775,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.125815768455941
          },
          {
            "label": "Accumulated effort",
            "value": -0.2961509626732149
          },
          {
            "label": "Step clarity",
            "value": 0.22749999999999998
          }
        ],
        "detail": "1 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Order",
        "action": "Purchase",
        "probability": 1,
        "draw": null,
        "factors": [
          {
            "label": "Merchandise and shipping revenue",
            "value": 35.75
          },
          {
            "label": "Contribution before advertising",
            "value": 15.04
          }
        ],
        "detail": "Simulated order under the frozen model and inputs. This is not a real transaction."
      }
    ]
  },
  {
    "scenarioId": "brightbank-baseline",
    "reason": "price",
    "profile": {
      "id": 83,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 18.932642211685785,
      "affinity": 0.04887268866878003,
      "need": 0.6571274042595178,
      "priceSensitivity": 1.4968728822562996,
      "dealSeeking": 0.26315170793662557,
      "trustNeed": 0.637819560954813,
      "informationNeed": 0.5505403579236008,
      "familiarity": 0.05988342316122726,
      "incumbent": 0.2976554326014593,
      "novelty": 0.21614828880410641,
      "urgency": 0.48845739410026,
      "attention": 0.8332561712013558,
      "patience": 0.6758389040071052,
      "privacyNeed": 0.5468485403223895,
      "socialProofNeed": 0.6712537428946235,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "price",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10460466269174387,
        "draw": 0.07825986144598573,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.8089092553243971
          },
          {
            "label": "Attention",
            "value": 0.42397407352365546
          },
          {
            "label": "Credibility",
            "value": 0.25032030341005884
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Leave: outside budget",
        "probability": 0,
        "draw": null,
        "factors": [
          {
            "label": "Known cost",
            "value": 28.8
          },
          {
            "label": "Budget",
            "value": 18.932642211685785
          }
        ],
        "detail": "The consumer only knows charges disclosed by this stage."
      }
    ]
  },
  {
    "scenarioId": "brightbank-baseline",
    "reason": "information",
    "profile": {
      "id": 55,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 113.46846313844955,
      "affinity": 0.3440688938135281,
      "need": 0.24806896599708125,
      "priceSensitivity": 1.3523179924316397,
      "dealSeeking": 0.16784019800477454,
      "trustNeed": 0.5455487663042732,
      "informationNeed": 0.668528396685142,
      "familiarity": 0.019992503023240717,
      "incumbent": 0.681873504887335,
      "novelty": 0.8972906143171713,
      "urgency": 0.24668616713839583,
      "attention": 0.13935014826711267,
      "patience": 0.9113174862053712,
      "privacyNeed": 0.8033323042560369,
      "socialProofNeed": 0.6842967374483123,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "status"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "information",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0.040191645953738385,
        "draw": 0.2753381469519809,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.06601723650295743
          },
          {
            "label": "Attention",
            "value": 0.1908216498177498
          },
          {
            "label": "Credibility",
            "value": 0.23002072858694006
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Curiosity or accidental click",
        "probability": 0.0015198806627125011,
        "draw": 0.00012583436910063028,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.501560247852467,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.318528396685142
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Leave or defer",
        "probability": 0.17871941380275153,
        "draw": 0.8206401577917859,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.39049310270452403
          },
          {
            "label": "Known price / budget",
            "value": -0.3823525596208047
          },
          {
            "label": "Unanswered information",
            "value": -0.8918795107183976
          },
          {
            "label": "Trust and evidence",
            "value": 0.23527471471422462
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.6152662195069536
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      }
    ]
  },
  {
    "scenarioId": "brightbank-baseline",
    "reason": "discount_search",
    "profile": {
      "id": 3647,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 35.903686225270164,
      "affinity": 0.2503406814066693,
      "need": 0.680353692593053,
      "priceSensitivity": 1.3373871849230765,
      "dealSeeking": 0.8709963730918472,
      "trustNeed": 0.7522196555160917,
      "informationNeed": 0.5929507654183543,
      "familiarity": 0.08022542089456693,
      "incumbent": 0.7682327762013301,
      "novelty": 0.7734938618959859,
      "urgency": 0.5527668424299919,
      "attention": 0.7345679850550368,
      "patience": 0.5758362737076823,
      "privacyNeed": 0.5081961548537948,
      "socialProofNeed": 0.6977585800690577,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": false,
      "bought": false,
      "reason": "discount_search",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.08827141831603738,
        "draw": 0.00004274293314665556,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.5803758267394733
          },
          {
            "label": "Attention",
            "value": 0.39081484297849234
          },
          {
            "label": "Credibility",
            "value": 0.2754883242135402
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.268438680912368,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24295076541835436
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.2796941911394089,
        "draw": 0.229075497132726,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.27954822351923214
          },
          {
            "label": "Known price / budget",
            "value": -0.9846148767939935
          },
          {
            "label": "Unanswered information",
            "value": -0.6802621431713922
          },
          {
            "label": "Trust and evidence",
            "value": 0.29190401028984336
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.29467532417009124
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: product questions",
        "action": "Question remains unresolved",
        "probability": 0.17937499999999998,
        "draw": 0.48804150021169335,
        "factors": [
          {
            "label": "Remaining information gap",
            "value": 0.24295076541835436
          }
        ],
        "detail": "Only answers accessible at this stage can resolve the question."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.6955524681834504,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.8709963730918472
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      }
    ]
  },
  {
    "scenarioId": "brightbank-baseline",
    "reason": "account_required",
    "profile": {
      "id": 449,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 139.30990508190249,
      "affinity": 0.18923516978975385,
      "need": 0.3211014996073209,
      "priceSensitivity": 1.3010722968169368,
      "dealSeeking": 0.5777665968691991,
      "trustNeed": 0.7419635480619037,
      "informationNeed": 0.7582291515334509,
      "familiarity": 0.061620572453830395,
      "incumbent": 0.02778048033360392,
      "novelty": 0.871214923565276,
      "urgency": 0.6479527521727142,
      "attention": 0.38977482717018574,
      "patience": 0.5101946495531593,
      "privacyNeed": 0.8289771280949935,
      "socialProofNeed": 0.6295427009346896,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "account_required",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.06456806395919751,
        "draw": 0.0019144689431414008,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.388876874509151
          },
          {
            "label": "Attention",
            "value": 0.27496434192918234
          },
          {
            "label": "Credibility",
            "value": 0.27323198057361875
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.05268294189590961,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.40822915153345096
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.4574372066766459,
        "draw": 0.10076872899662703,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.2772926756086527
          },
          {
            "label": "Known price / budget",
            "value": -0.3056169678068971
          },
          {
            "label": "Unanswered information",
            "value": -0.4990416242936627
          },
          {
            "label": "Trust and evidence",
            "value": 0.26783987140314414
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.022632151726406414
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7752798015960777,
        "draw": 0.6193423735676333,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.12743384334641747
          },
          {
            "label": "Cart effort",
            "value": 0.0731408764061635
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Decline account requirement",
        "probability": 0.44807267577216514,
        "draw": 0.8204510289942846,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.9066473946184848
          },
          {
            "label": "Patience",
            "value": -0.5387858854915248
          }
        ],
        "detail": "Account preference is distinct from product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-baseline",
    "reason": "form_friction",
    "profile": {
      "id": 1572,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 29.901874415986644,
      "affinity": 0.37348756950814277,
      "need": 0.26385068674804646,
      "priceSensitivity": 1.3561931974506392,
      "dealSeeking": 0.5223723304505719,
      "trustNeed": 0.25580471239518376,
      "informationNeed": 0.34499046170618386,
      "familiarity": 0.04009762000059709,
      "incumbent": 0.36367157904896885,
      "novelty": 0.2380149542586878,
      "urgency": 0.32391630165162494,
      "attention": 0.6093082762090489,
      "patience": 0.525543116783956,
      "privacyNeed": 0.5278986245742999,
      "socialProofNeed": 0.2811262328992598,
      "mobile": false,
      "preferredPayment": "wallet",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "form_friction",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 2,
      "stepsCompleted": 1,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.04053158026332141,
        "draw": 0.019860394415445626,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.052703501170617575
          },
          {
            "label": "Attention",
            "value": 0.3487275808062404
          },
          {
            "label": "Credibility",
            "value": 0.1662770367269404
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.7509961492614821,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.2154997777978238,
        "draw": 0.026037275441922247,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.36603143554052797
          },
          {
            "label": "Known price / budget",
            "value": -1.1435259832318103
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.1413290379770507
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3212598997993823
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7916127951897871,
        "draw": 0.32978650217410177,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.07636405452463083
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.6196326164812069,
        "draw": 0.17156736075412482,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.2141668365208897
          },
          {
            "label": "Patience",
            "value": -0.5219025715376484
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9608401252957819,
        "draw": 0.08201832103077322,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.2805740634178743
          },
          {
            "label": "Accumulated effort",
            "value": -0.050503331415217366
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Abandon checkout",
        "probability": 0.9489828420083262,
        "draw": 0.9896322012646124,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4559328530540457
          },
          {
            "label": "Accumulated effort",
            "value": -0.1325712449649456
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      }
    ]
  },
  {
    "scenarioId": "brightbank-baseline",
    "reason": "technical_error",
    "profile": {
      "id": 20220,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 202.06440349916795,
      "affinity": 0.08275051170494407,
      "need": 0.1989452678267844,
      "priceSensitivity": 0.9771739744568602,
      "dealSeeking": 0.7699544188458349,
      "trustNeed": 0.5586340860812925,
      "informationNeed": 0.4250440353318118,
      "familiarity": 0.06719250801252201,
      "incumbent": 0.38734120375011116,
      "novelty": 0.19229015393648297,
      "urgency": 0.23246616806951353,
      "attention": 0.45512612408492714,
      "patience": 0.32623434521374295,
      "privacyNeed": 0.5861147167044691,
      "socialProofNeed": 0.3977399643510581,
      "mobile": false,
      "preferredPayment": "bnpl",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "technical_error",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 1,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.03882460029343549,
        "draw": 0.025074301403947175,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.1434374828898582
          },
          {
            "label": "Attention",
            "value": 0.2969223776925355
          },
          {
            "label": "Credibility",
            "value": 0.2328994989378843
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.40853787038940936,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.07504403533181181
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.31537215066886215,
        "draw": 0.2229643549071625,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.46663483486848417
          },
          {
            "label": "Known price / budget",
            "value": -0.16275329015190398
          },
          {
            "label": "Unanswered information",
            "value": -0.21012329892907305
          },
          {
            "label": "Trust and evidence",
            "value": 0.20883348245996158
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3723378050756354
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7685638980294116,
        "draw": 0.2570850894553587,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.05365648526224545
          },
          {
            "label": "Cart effort",
            "value": 0.03450921249488609
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5377056385808539,
        "draw": 0.09136420243885368,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.348063848420279
          },
          {
            "label": "Patience",
            "value": -0.7411422202648829
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Technical failure",
        "probability": 0.012,
        "draw": 0.001421798369847238,
        "factors": [],
        "detail": "A failure drawn from the configured error assumption. This is not a measured defect in the live site."
      }
    ]
  },
  {
    "scenarioId": "brightbank-information",
    "reason": "no_interest",
    "profile": {
      "id": 0,
      "relevance": "excluded",
      "offlineOnly": false,
      "budget": 9.194340299840878,
      "affinity": 0.7023821921320632,
      "need": 0,
      "priceSensitivity": 1.3341066537433168,
      "dealSeeking": 0.5482479399332337,
      "trustNeed": 0.7048062357585878,
      "informationNeed": 0.2739580763410777,
      "familiarity": 0.019464269105810672,
      "incumbent": 0.5496467744233087,
      "novelty": 0.07526506565045565,
      "urgency": 0.20709744029096328,
      "attention": 0.05936057411599904,
      "patience": 0.5138160475820768,
      "privacyNeed": 0.5856627025059424,
      "socialProofNeed": 0.7408916122512893,
      "mobile": false,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": false,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "no_interest",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0,
        "draw": 0.882626959704794,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.41669433621340435
          },
          {
            "label": "Attention",
            "value": 0.16394515290297562
          },
          {
            "label": "Credibility",
            "value": 0.26505737186688927
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "Structural category exclusion: shopping probability is exactly zero."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Ignore",
        "probability": 0.0006705638658300507,
        "draw": 0.4637262459145859,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-information",
    "reason": "purchased",
    "profile": {
      "id": 339,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 37.908710897452444,
      "affinity": 0.784182540490292,
      "need": 0.6433751036878675,
      "priceSensitivity": 1.370700408831921,
      "dealSeeking": 0.30191599719013273,
      "trustNeed": 0.7267489804886282,
      "informationNeed": 0.5902518116310238,
      "familiarity": 0.04236376638291404,
      "incumbent": 0.6147188463946804,
      "novelty": 0.7073646337958053,
      "urgency": 0.47718849378870803,
      "attention": 0.821385232382454,
      "patience": 0.45552799730212423,
      "privacyNeed": 0.67306412498001,
      "socialProofNeed": 0.635636941168923,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": true,
      "reason": "purchased",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 5,
      "stepsCompleted": 5,
      "revenue": 35.75,
      "contribution": 15.04
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.1036902760058167,
        "draw": 0.03386009286623448,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.7917188796098343
          },
          {
            "label": "Attention",
            "value": 0.4199854380805044
          },
          {
            "label": "Credibility",
            "value": 0.2698847757074982
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.8325,
        "draw": 0.0650782206794247,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.9
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.6358889298317415,
        "draw": 0.06231204804498702,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2222314107161947
          },
          {
            "label": "Known price / budget",
            "value": -0.9683220822519322
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.573424078637152
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.2630688538279399
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.5639011500170454,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.30191599719013273
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.824579258588206,
        "draw": 0.5232735722092912,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.061660879433446156
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5196028393339787,
        "draw": 0.4849048441974446,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.5480474874540229
          },
          {
            "label": "Patience",
            "value": -0.5989192029676634
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9641150130317635,
        "draw": 0.4831863403087482,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3484128972626058
          },
          {
            "label": "Accumulated effort",
            "value": -0.06271432150726905
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9500746961866732,
        "draw": 0.13519831269513816,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.5710100260692706
          },
          {
            "label": "Accumulated effort",
            "value": -0.16549612619973775
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.7612476513485676,
        "draw": 0.32525165111292154,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": -1.6018690956899022
          },
          {
            "label": "Final total",
            "value": 38.25
          },
          {
            "label": "Budget",
            "value": 37.908710897452444
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.9686891858280895,
        "draw": 0.40722419635858387,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.11613763242086861
          },
          {
            "label": "Accumulated effort",
            "value": -0.1864009000354941
          },
          {
            "label": "Step clarity",
            "value": 0.19500000000000003
          }
        ],
        "detail": "1 required fields; 7 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.27059316949453205,
        "factors": [],
        "detail": "Preferred method: card. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9503158233841188,
        "draw": 0.14687809336464852,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4839068017536192
          },
          {
            "label": "Accumulated effort",
            "value": -0.2735041243511455
          },
          {
            "label": "Step clarity",
            "value": 0.169
          }
        ],
        "detail": "5 required fields; 25 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Complete step",
        "probability": 0.9659424351771237,
        "draw": 0.6091312147909775,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.125815768455941
          },
          {
            "label": "Accumulated effort",
            "value": -0.2961509626732149
          },
          {
            "label": "Step clarity",
            "value": 0.22749999999999998
          }
        ],
        "detail": "1 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Order",
        "action": "Purchase",
        "probability": 1,
        "draw": null,
        "factors": [
          {
            "label": "Merchandise and shipping revenue",
            "value": 35.75
          },
          {
            "label": "Contribution before advertising",
            "value": 15.04
          }
        ],
        "detail": "Simulated order under the frozen model and inputs. This is not a real transaction."
      }
    ]
  },
  {
    "scenarioId": "brightbank-information",
    "reason": "price",
    "profile": {
      "id": 83,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 18.932642211685785,
      "affinity": 0.04887268866878003,
      "need": 0.6571274042595178,
      "priceSensitivity": 1.4968728822562996,
      "dealSeeking": 0.26315170793662557,
      "trustNeed": 0.637819560954813,
      "informationNeed": 0.5505403579236008,
      "familiarity": 0.05988342316122726,
      "incumbent": 0.2976554326014593,
      "novelty": 0.21614828880410641,
      "urgency": 0.48845739410026,
      "attention": 0.8332561712013558,
      "patience": 0.6758389040071052,
      "privacyNeed": 0.5468485403223895,
      "socialProofNeed": 0.6712537428946235,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "price",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10460466269174387,
        "draw": 0.07825986144598573,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.8089092553243971
          },
          {
            "label": "Attention",
            "value": 0.42397407352365546
          },
          {
            "label": "Credibility",
            "value": 0.25032030341005884
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Leave: outside budget",
        "probability": 0,
        "draw": null,
        "factors": [
          {
            "label": "Known cost",
            "value": 28.8
          },
          {
            "label": "Budget",
            "value": 18.932642211685785
          }
        ],
        "detail": "The consumer only knows charges disclosed by this stage."
      }
    ]
  },
  {
    "scenarioId": "brightbank-information",
    "reason": "discount_search",
    "profile": {
      "id": 288,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 129.78109150652918,
      "affinity": 0.24447814433369786,
      "need": 0.7093232191633433,
      "priceSensitivity": 1.1190550243797095,
      "dealSeeking": 0.42673874822082514,
      "trustNeed": 0.6379363569198176,
      "informationNeed": 0.5199036965286359,
      "familiarity": 0.038434234040323645,
      "incumbent": 0.9556144316447899,
      "novelty": 0.008786536869592965,
      "urgency": 0.48838064617011695,
      "attention": 0.9034667398082092,
      "patience": 0.6310792507661971,
      "privacyNeed": 0.789723775035236,
      "socialProofNeed": 0.6706362392636948,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "practical"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": false,
      "bought": false,
      "reason": "discount_search",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.07731320210282228,
        "draw": 0.02493580535519868,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.45599919669679356
          },
          {
            "label": "Attention",
            "value": 0.4475648245755582
          },
          {
            "label": "Credibility",
            "value": 0.25034599852235984
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.6323969555618209,
        "draw": 0.5241659429157153,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.3244509897031821
          },
          {
            "label": "Known price / budget",
            "value": -0.2803470092917281
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.5534313983587081
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3333299120538706
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.7038398763397709,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.42673874822082514
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      }
    ]
  },
  {
    "scenarioId": "brightbank-information",
    "reason": "account_required",
    "profile": {
      "id": 449,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 139.30990508190249,
      "affinity": 0.18923516978975385,
      "need": 0.3211014996073209,
      "priceSensitivity": 1.3010722968169368,
      "dealSeeking": 0.5777665968691991,
      "trustNeed": 0.7419635480619037,
      "informationNeed": 0.7582291515334509,
      "familiarity": 0.061620572453830395,
      "incumbent": 0.02778048033360392,
      "novelty": 0.871214923565276,
      "urgency": 0.6479527521727142,
      "attention": 0.38977482717018574,
      "patience": 0.5101946495531593,
      "privacyNeed": 0.8289771280949935,
      "socialProofNeed": 0.6295427009346896,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "account_required",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.06456806395919751,
        "draw": 0.0019144689431414008,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.388876874509151
          },
          {
            "label": "Attention",
            "value": 0.27496434192918234
          },
          {
            "label": "Credibility",
            "value": 0.27323198057361875
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.6564644733376692,
        "draw": 0.10076872899662703,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.2772926756086527
          },
          {
            "label": "Known price / budget",
            "value": -0.3056169678068971
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.5870404969617609
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.022632151726406414
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7967010204712754,
        "draw": 0.6193423735676333,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.0731408764061635
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Decline account requirement",
        "probability": 0.44807267577216514,
        "draw": 0.8204510289942846,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.9066473946184848
          },
          {
            "label": "Patience",
            "value": -0.5387858854915248
          }
        ],
        "detail": "Account preference is distinct from product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-information",
    "reason": "form_friction",
    "profile": {
      "id": 1572,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 29.901874415986644,
      "affinity": 0.37348756950814277,
      "need": 0.26385068674804646,
      "priceSensitivity": 1.3561931974506392,
      "dealSeeking": 0.5223723304505719,
      "trustNeed": 0.25580471239518376,
      "informationNeed": 0.34499046170618386,
      "familiarity": 0.04009762000059709,
      "incumbent": 0.36367157904896885,
      "novelty": 0.2380149542586878,
      "urgency": 0.32391630165162494,
      "attention": 0.6093082762090489,
      "patience": 0.525543116783956,
      "privacyNeed": 0.5278986245742999,
      "socialProofNeed": 0.2811262328992598,
      "mobile": false,
      "preferredPayment": "wallet",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "form_friction",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 2,
      "stepsCompleted": 1,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.04053158026332141,
        "draw": 0.019860394415445626,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.052703501170617575
          },
          {
            "label": "Attention",
            "value": 0.3487275808062404
          },
          {
            "label": "Credibility",
            "value": 0.1662770367269404
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.8325,
        "draw": 0.7509961492614821,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.9
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.24641536421272686,
        "draw": 0.026037275441922247,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.36603143554052797
          },
          {
            "label": "Known price / budget",
            "value": -1.1435259832318103
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.31559326412416994
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3212598997993823
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7916127951897871,
        "draw": 0.32978650217410177,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.07636405452463083
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.6196326164812069,
        "draw": 0.17156736075412482,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.2141668365208897
          },
          {
            "label": "Patience",
            "value": -0.5219025715376484
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9608401252957819,
        "draw": 0.08201832103077322,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.2805740634178743
          },
          {
            "label": "Accumulated effort",
            "value": -0.050503331415217366
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Abandon checkout",
        "probability": 0.9489828420083262,
        "draw": 0.9896322012646124,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4559328530540457
          },
          {
            "label": "Accumulated effort",
            "value": -0.1325712449649456
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      }
    ]
  },
  {
    "scenarioId": "brightbank-information",
    "reason": "technical_error",
    "profile": {
      "id": 20220,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 202.06440349916795,
      "affinity": 0.08275051170494407,
      "need": 0.1989452678267844,
      "priceSensitivity": 0.9771739744568602,
      "dealSeeking": 0.7699544188458349,
      "trustNeed": 0.5586340860812925,
      "informationNeed": 0.4250440353318118,
      "familiarity": 0.06719250801252201,
      "incumbent": 0.38734120375011116,
      "novelty": 0.19229015393648297,
      "urgency": 0.23246616806951353,
      "attention": 0.45512612408492714,
      "patience": 0.32623434521374295,
      "privacyNeed": 0.5861147167044691,
      "socialProofNeed": 0.3977399643510581,
      "mobile": false,
      "preferredPayment": "bnpl",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "technical_error",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 1,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.03882460029343549,
        "draw": 0.025074301403947175,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.1434374828898582
          },
          {
            "label": "Attention",
            "value": 0.2969223776925355
          },
          {
            "label": "Credibility",
            "value": 0.2328994989378843
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.8325,
        "draw": 0.40853787038940936,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.9
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.4226876231968962,
        "draw": 0.2229643549071625,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.46663483486848417
          },
          {
            "label": "Known price / budget",
            "value": -0.16275329015190398
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.4620821421721368
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3723378050756354
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.777970158576303,
        "draw": 0.2570850894553587,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.03450921249488609
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5377056385808539,
        "draw": 0.09136420243885368,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.348063848420279
          },
          {
            "label": "Patience",
            "value": -0.7411422202648829
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Technical failure",
        "probability": 0.012,
        "draw": 0.001421798369847238,
        "factors": [],
        "detail": "A failure drawn from the configured error assumption. This is not a measured defect in the live site."
      }
    ]
  },
  {
    "scenarioId": "brightbank-guest",
    "reason": "no_interest",
    "profile": {
      "id": 0,
      "relevance": "excluded",
      "offlineOnly": false,
      "budget": 9.194340299840878,
      "affinity": 0.7023821921320632,
      "need": 0,
      "priceSensitivity": 1.3341066537433168,
      "dealSeeking": 0.5482479399332337,
      "trustNeed": 0.7048062357585878,
      "informationNeed": 0.2739580763410777,
      "familiarity": 0.019464269105810672,
      "incumbent": 0.5496467744233087,
      "novelty": 0.07526506565045565,
      "urgency": 0.20709744029096328,
      "attention": 0.05936057411599904,
      "patience": 0.5138160475820768,
      "privacyNeed": 0.5856627025059424,
      "socialProofNeed": 0.7408916122512893,
      "mobile": false,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": false,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "no_interest",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0,
        "draw": 0.882626959704794,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.41669433621340435
          },
          {
            "label": "Attention",
            "value": 0.16394515290297562
          },
          {
            "label": "Credibility",
            "value": 0.26505737186688927
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "Structural category exclusion: shopping probability is exactly zero."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Ignore",
        "probability": 0.0006705638658300507,
        "draw": 0.4637262459145859,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-guest",
    "reason": "purchased",
    "profile": {
      "id": 339,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 37.908710897452444,
      "affinity": 0.784182540490292,
      "need": 0.6433751036878675,
      "priceSensitivity": 1.370700408831921,
      "dealSeeking": 0.30191599719013273,
      "trustNeed": 0.7267489804886282,
      "informationNeed": 0.5902518116310238,
      "familiarity": 0.04236376638291404,
      "incumbent": 0.6147188463946804,
      "novelty": 0.7073646337958053,
      "urgency": 0.47718849378870803,
      "attention": 0.821385232382454,
      "patience": 0.45552799730212423,
      "privacyNeed": 0.67306412498001,
      "socialProofNeed": 0.635636941168923,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": true,
      "reason": "purchased",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 5,
      "stepsCompleted": 5,
      "revenue": 35.75,
      "contribution": 15.04
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.1036902760058167,
        "draw": 0.03386009286623448,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.7917188796098343
          },
          {
            "label": "Attention",
            "value": 0.4199854380805044
          },
          {
            "label": "Credibility",
            "value": 0.2698847757074982
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.0650782206794247,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24025181163102383
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.552872300584856,
        "draw": 0.06231204804498702,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2222314107161947
          },
          {
            "label": "Known price / budget",
            "value": -0.9683220822519322
          },
          {
            "label": "Unanswered information",
            "value": -0.02870507256686676
          },
          {
            "label": "Trust and evidence",
            "value": 0.25684701949937144
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.2630688538279399
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.5639011500170454,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.30191599719013273
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8235164561179793,
        "draw": 0.5232735722092912,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.00733004531618205
          },
          {
            "label": "Cart effort",
            "value": 0.061660879433446156
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Complete step",
        "probability": 0.9641150130317635,
        "draw": 0.4831863403087482,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3484128972626058
          },
          {
            "label": "Accumulated effort",
            "value": -0.06271432150726905
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9500746961866732,
        "draw": 0.13519831269513816,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.5710100260692706
          },
          {
            "label": "Accumulated effort",
            "value": -0.16549612619973775
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.7612476513485676,
        "draw": 0.32525165111292154,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": -1.6018690956899022
          },
          {
            "label": "Final total",
            "value": 38.25
          },
          {
            "label": "Budget",
            "value": 37.908710897452444
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.9686891858280895,
        "draw": 0.40722419635858387,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.11613763242086861
          },
          {
            "label": "Accumulated effort",
            "value": -0.1864009000354941
          },
          {
            "label": "Step clarity",
            "value": 0.19500000000000003
          }
        ],
        "detail": "1 required fields; 7 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.27059316949453205,
        "factors": [],
        "detail": "Preferred method: card. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9503158233841188,
        "draw": 0.14687809336464852,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4839068017536192
          },
          {
            "label": "Accumulated effort",
            "value": -0.2735041243511455
          },
          {
            "label": "Step clarity",
            "value": 0.169
          }
        ],
        "detail": "5 required fields; 25 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Complete step",
        "probability": 0.9659424351771237,
        "draw": 0.6091312147909775,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.125815768455941
          },
          {
            "label": "Accumulated effort",
            "value": -0.2961509626732149
          },
          {
            "label": "Step clarity",
            "value": 0.22749999999999998
          }
        ],
        "detail": "1 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Order",
        "action": "Purchase",
        "probability": 1,
        "draw": null,
        "factors": [
          {
            "label": "Merchandise and shipping revenue",
            "value": 35.75
          },
          {
            "label": "Contribution before advertising",
            "value": 15.04
          }
        ],
        "detail": "Simulated order under the frozen model and inputs. This is not a real transaction."
      }
    ]
  },
  {
    "scenarioId": "brightbank-guest",
    "reason": "price",
    "profile": {
      "id": 83,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 18.932642211685785,
      "affinity": 0.04887268866878003,
      "need": 0.6571274042595178,
      "priceSensitivity": 1.4968728822562996,
      "dealSeeking": 0.26315170793662557,
      "trustNeed": 0.637819560954813,
      "informationNeed": 0.5505403579236008,
      "familiarity": 0.05988342316122726,
      "incumbent": 0.2976554326014593,
      "novelty": 0.21614828880410641,
      "urgency": 0.48845739410026,
      "attention": 0.8332561712013558,
      "patience": 0.6758389040071052,
      "privacyNeed": 0.5468485403223895,
      "socialProofNeed": 0.6712537428946235,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "price",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10460466269174387,
        "draw": 0.07825986144598573,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.8089092553243971
          },
          {
            "label": "Attention",
            "value": 0.42397407352365546
          },
          {
            "label": "Credibility",
            "value": 0.25032030341005884
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Leave: outside budget",
        "probability": 0,
        "draw": null,
        "factors": [
          {
            "label": "Known cost",
            "value": 28.8
          },
          {
            "label": "Budget",
            "value": 18.932642211685785
          }
        ],
        "detail": "The consumer only knows charges disclosed by this stage."
      }
    ]
  },
  {
    "scenarioId": "brightbank-guest",
    "reason": "information",
    "profile": {
      "id": 55,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 113.46846313844955,
      "affinity": 0.3440688938135281,
      "need": 0.24806896599708125,
      "priceSensitivity": 1.3523179924316397,
      "dealSeeking": 0.16784019800477454,
      "trustNeed": 0.5455487663042732,
      "informationNeed": 0.668528396685142,
      "familiarity": 0.019992503023240717,
      "incumbent": 0.681873504887335,
      "novelty": 0.8972906143171713,
      "urgency": 0.24668616713839583,
      "attention": 0.13935014826711267,
      "patience": 0.9113174862053712,
      "privacyNeed": 0.8033323042560369,
      "socialProofNeed": 0.6842967374483123,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "status"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "information",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0.040191645953738385,
        "draw": 0.2753381469519809,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.06601723650295743
          },
          {
            "label": "Attention",
            "value": 0.1908216498177498
          },
          {
            "label": "Credibility",
            "value": 0.23002072858694006
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Curiosity or accidental click",
        "probability": 0.0015198806627125011,
        "draw": 0.00012583436910063028,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.501560247852467,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.318528396685142
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Leave or defer",
        "probability": 0.17871941380275153,
        "draw": 0.8206401577917859,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.39049310270452403
          },
          {
            "label": "Known price / budget",
            "value": -0.3823525596208047
          },
          {
            "label": "Unanswered information",
            "value": -0.8918795107183976
          },
          {
            "label": "Trust and evidence",
            "value": 0.23527471471422462
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.6152662195069536
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      }
    ]
  },
  {
    "scenarioId": "brightbank-guest",
    "reason": "discount_search",
    "profile": {
      "id": 3647,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 35.903686225270164,
      "affinity": 0.2503406814066693,
      "need": 0.680353692593053,
      "priceSensitivity": 1.3373871849230765,
      "dealSeeking": 0.8709963730918472,
      "trustNeed": 0.7522196555160917,
      "informationNeed": 0.5929507654183543,
      "familiarity": 0.08022542089456693,
      "incumbent": 0.7682327762013301,
      "novelty": 0.7734938618959859,
      "urgency": 0.5527668424299919,
      "attention": 0.7345679850550368,
      "patience": 0.5758362737076823,
      "privacyNeed": 0.5081961548537948,
      "socialProofNeed": 0.6977585800690577,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": false,
      "bought": false,
      "reason": "discount_search",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.08827141831603738,
        "draw": 0.00004274293314665556,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.5803758267394733
          },
          {
            "label": "Attention",
            "value": 0.39081484297849234
          },
          {
            "label": "Credibility",
            "value": 0.2754883242135402
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.268438680912368,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24295076541835436
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.2796941911394089,
        "draw": 0.229075497132726,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.27954822351923214
          },
          {
            "label": "Known price / budget",
            "value": -0.9846148767939935
          },
          {
            "label": "Unanswered information",
            "value": -0.6802621431713922
          },
          {
            "label": "Trust and evidence",
            "value": 0.29190401028984336
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.29467532417009124
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: product questions",
        "action": "Question remains unresolved",
        "probability": 0.17937499999999998,
        "draw": 0.48804150021169335,
        "factors": [
          {
            "label": "Remaining information gap",
            "value": 0.24295076541835436
          }
        ],
        "detail": "Only answers accessible at this stage can resolve the question."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.6955524681834504,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.8709963730918472
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      }
    ]
  },
  {
    "scenarioId": "brightbank-guest",
    "reason": "form_friction",
    "profile": {
      "id": 647,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 48.244762429013115,
      "affinity": 0.984221622464247,
      "need": 0.6775281560141593,
      "priceSensitivity": 1.2501000495770391,
      "dealSeeking": 0.27948341585417047,
      "trustNeed": 0.7330725583247841,
      "informationNeed": 0.5518641662225127,
      "familiarity": 0.06766586898593233,
      "incumbent": 0.9258960051229224,
      "novelty": 0.3580441930098459,
      "urgency": 0.45052798460237686,
      "attention": 0.7182473837165162,
      "patience": 0.47448450343799775,
      "privacyNeed": 0.6447339759208262,
      "socialProofNeed": 0.6338883686927148,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "form_friction",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 2,
      "stepsCompleted": 1,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10587237198020318,
        "draw": 0.03895317215938121,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.834410195017699
          },
          {
            "label": "Attention",
            "value": 0.3853311209287494
          },
          {
            "label": "Credibility",
            "value": 0.2712759628314525
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.7042403743835166,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.2018641662225127
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.4986484641788603,
        "draw": 0.08602944517042488,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2751686418219469
          },
          {
            "label": "Known price / budget",
            "value": -0.7314637164144773
          },
          {
            "label": "Unanswered information",
            "value": -0.5652196654230355
          },
          {
            "label": "Trust and evidence",
            "value": 0.27107716174211227
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3582904705333347
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8065623179950528,
        "draw": 0.7430027927039191,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.1443328788490966
          },
          {
            "label": "Cart effort",
            "value": 0.06564174572197957
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Complete step",
        "probability": 0.9649982758309568,
        "draw": 0.739562364644371,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.339541252391017
          },
          {
            "label": "Accumulated effort",
            "value": -0.06111742543038306
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Abandon checkout",
        "probability": 0.9516685897644623,
        "draw": 0.9956491048214957,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.5564703858630556
          },
          {
            "label": "Accumulated effort",
            "value": -0.16128209488573306
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      }
    ]
  },
  {
    "scenarioId": "brightbank-guest",
    "reason": "technical_error",
    "profile": {
      "id": 919,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 81.98989446021221,
      "affinity": 0.8473186894552782,
      "need": 0.7067004771437496,
      "priceSensitivity": 0.925206767117345,
      "dealSeeking": 0.4348464404248716,
      "trustNeed": 0.5332215802511201,
      "informationNeed": 0.22477944252546875,
      "familiarity": 0.023335890576709064,
      "incumbent": 0.1524145988514647,
      "novelty": 0.7316514038247988,
      "urgency": 0.5022223843145184,
      "attention": 0.8649146178504452,
      "patience": 0.2606626530236099,
      "privacyNeed": 0.38483398417010906,
      "socialProofNeed": 0.4728880110196769,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "technical_error",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 5,
      "stepsCompleted": 4,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10821433022429189,
        "draw": 0.046606125426478684,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.870875596429687
          },
          {
            "label": "Attention",
            "value": 0.43461131159774957
          },
          {
            "label": "Credibility",
            "value": 0.22730874765524642
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.7482747638848403,
        "draw": 0.6730090415803716,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.3203857395728119
          },
          {
            "label": "Known price / budget",
            "value": -0.3481548016980731
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.19622323227886804
          },
          {
            "label": "Page usability",
            "value": 0.14259638772124889
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.05364375494335368
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8241555434042512,
        "draw": 0.3185902062105015,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.020739157134958136
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Complete step",
        "probability": 0.9612750154946639,
        "draw": 0.9201453881105408,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.43960987838495047
          },
          {
            "label": "Accumulated effort",
            "value": -0.07912977810929109
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9416804586221162,
        "draw": 0.7198245084146038,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.7204717451308911
          },
          {
            "label": "Accumulated effort",
            "value": -0.20881469223285146
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.8201057622596162,
        "draw": 0.44548656896222383,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": -1.3008515169480392
          },
          {
            "label": "Final total",
            "value": 38.25
          },
          {
            "label": "Budget",
            "value": 81.98989446021221
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.9671145712059767,
        "draw": 0.8746449946193025,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.14653662612831683
          },
          {
            "label": "Accumulated effort",
            "value": -0.23519128493594849
          },
          {
            "label": "Step clarity",
            "value": 0.19500000000000003
          }
        ],
        "detail": "1 required fields; 7 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.42423937225248665,
        "factors": [],
        "detail": "Preferred method: wallet. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9416597733233609,
        "draw": 0.7796506002778187,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.6105692755346536
          },
          {
            "label": "Accumulated effort",
            "value": -0.3450937545321861
          },
          {
            "label": "Step clarity",
            "value": 0.169
          }
        ],
        "detail": "5 required fields; 25 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Technical failure",
        "probability": 0.005,
        "draw": 0.0024895676178857684,
        "factors": [],
        "detail": "A failure drawn from the configured error assumption. This is not a measured defect in the live site."
      }
    ]
  },
  {
    "scenarioId": "brightbank-simple",
    "reason": "no_interest",
    "profile": {
      "id": 0,
      "relevance": "excluded",
      "offlineOnly": false,
      "budget": 9.194340299840878,
      "affinity": 0.7023821921320632,
      "need": 0,
      "priceSensitivity": 1.3341066537433168,
      "dealSeeking": 0.5482479399332337,
      "trustNeed": 0.7048062357585878,
      "informationNeed": 0.2739580763410777,
      "familiarity": 0.019464269105810672,
      "incumbent": 0.5496467744233087,
      "novelty": 0.07526506565045565,
      "urgency": 0.20709744029096328,
      "attention": 0.05936057411599904,
      "patience": 0.5138160475820768,
      "privacyNeed": 0.5856627025059424,
      "socialProofNeed": 0.7408916122512893,
      "mobile": false,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": false,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "no_interest",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0,
        "draw": 0.882626959704794,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.41669433621340435
          },
          {
            "label": "Attention",
            "value": 0.16394515290297562
          },
          {
            "label": "Credibility",
            "value": 0.26505737186688927
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "Structural category exclusion: shopping probability is exactly zero."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Ignore",
        "probability": 0.0006705638658300507,
        "draw": 0.4637262459145859,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-simple",
    "reason": "purchased",
    "profile": {
      "id": 339,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 37.908710897452444,
      "affinity": 0.784182540490292,
      "need": 0.6433751036878675,
      "priceSensitivity": 1.370700408831921,
      "dealSeeking": 0.30191599719013273,
      "trustNeed": 0.7267489804886282,
      "informationNeed": 0.5902518116310238,
      "familiarity": 0.04236376638291404,
      "incumbent": 0.6147188463946804,
      "novelty": 0.7073646337958053,
      "urgency": 0.47718849378870803,
      "attention": 0.821385232382454,
      "patience": 0.45552799730212423,
      "privacyNeed": 0.67306412498001,
      "socialProofNeed": 0.635636941168923,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": true,
      "reason": "purchased",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 5,
      "stepsCompleted": 5,
      "revenue": 35.75,
      "contribution": 15.04
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.1036902760058167,
        "draw": 0.03386009286623448,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.7917188796098343
          },
          {
            "label": "Attention",
            "value": 0.4199854380805044
          },
          {
            "label": "Credibility",
            "value": 0.2698847757074982
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.0650782206794247,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24025181163102383
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.552872300584856,
        "draw": 0.06231204804498702,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2222314107161947
          },
          {
            "label": "Known price / budget",
            "value": -0.9683220822519322
          },
          {
            "label": "Unanswered information",
            "value": -0.02870507256686676
          },
          {
            "label": "Trust and evidence",
            "value": 0.25684701949937144
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.2630688538279399
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.5639011500170454,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.30191599719013273
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8235164561179793,
        "draw": 0.5232735722092912,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.00733004531618205
          },
          {
            "label": "Cart effort",
            "value": 0.061660879433446156
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5196028393339787,
        "draw": 0.4849048441974446,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.5480474874540229
          },
          {
            "label": "Patience",
            "value": -0.5989192029676634
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9708510221438349,
        "draw": 0.4831863403087482,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.2709878089820268
          },
          {
            "label": "Accumulated effort",
            "value": -0.04877780561676482
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "4 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9662418916278711,
        "draw": 0.13519831269513816,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3580910332976782
          },
          {
            "label": "Accumulated effort",
            "value": -0.1132341916103469
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "5 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.7612476513485676,
        "draw": 0.32525165111292154,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": -1.6018690956899022
          },
          {
            "label": "Final total",
            "value": 38.25
          },
          {
            "label": "Budget",
            "value": 37.908710897452444
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.9739393622337337,
        "draw": 0.40722419635858387,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.07742508828057908
          },
          {
            "label": "Accumulated effort",
            "value": -0.12717070750085113
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "1 required fields; 3 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.27059316949453205,
        "factors": [],
        "detail": "Preferred method: card. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9655404449588861,
        "draw": 0.14687809336464852,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3097003531223163
          },
          {
            "label": "Accumulated effort",
            "value": -0.18291677106286808
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "4 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Complete step",
        "probability": 0.9721110751468905,
        "draw": 0.6091312147909775,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.07742508828057908
          },
          {
            "label": "Accumulated effort",
            "value": -0.19685328695337231
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "1 required fields; 3 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Order",
        "action": "Purchase",
        "probability": 1,
        "draw": null,
        "factors": [
          {
            "label": "Merchandise and shipping revenue",
            "value": 35.75
          },
          {
            "label": "Contribution before advertising",
            "value": 15.04
          }
        ],
        "detail": "Simulated order under the frozen model and inputs. This is not a real transaction."
      }
    ]
  },
  {
    "scenarioId": "brightbank-simple",
    "reason": "price",
    "profile": {
      "id": 83,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 18.932642211685785,
      "affinity": 0.04887268866878003,
      "need": 0.6571274042595178,
      "priceSensitivity": 1.4968728822562996,
      "dealSeeking": 0.26315170793662557,
      "trustNeed": 0.637819560954813,
      "informationNeed": 0.5505403579236008,
      "familiarity": 0.05988342316122726,
      "incumbent": 0.2976554326014593,
      "novelty": 0.21614828880410641,
      "urgency": 0.48845739410026,
      "attention": 0.8332561712013558,
      "patience": 0.6758389040071052,
      "privacyNeed": 0.5468485403223895,
      "socialProofNeed": 0.6712537428946235,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "price",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10460466269174387,
        "draw": 0.07825986144598573,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.8089092553243971
          },
          {
            "label": "Attention",
            "value": 0.42397407352365546
          },
          {
            "label": "Credibility",
            "value": 0.25032030341005884
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Leave: outside budget",
        "probability": 0,
        "draw": null,
        "factors": [
          {
            "label": "Known cost",
            "value": 28.8
          },
          {
            "label": "Budget",
            "value": 18.932642211685785
          }
        ],
        "detail": "The consumer only knows charges disclosed by this stage."
      }
    ]
  },
  {
    "scenarioId": "brightbank-simple",
    "reason": "information",
    "profile": {
      "id": 55,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 113.46846313844955,
      "affinity": 0.3440688938135281,
      "need": 0.24806896599708125,
      "priceSensitivity": 1.3523179924316397,
      "dealSeeking": 0.16784019800477454,
      "trustNeed": 0.5455487663042732,
      "informationNeed": 0.668528396685142,
      "familiarity": 0.019992503023240717,
      "incumbent": 0.681873504887335,
      "novelty": 0.8972906143171713,
      "urgency": 0.24668616713839583,
      "attention": 0.13935014826711267,
      "patience": 0.9113174862053712,
      "privacyNeed": 0.8033323042560369,
      "socialProofNeed": 0.6842967374483123,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "status"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "information",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0.040191645953738385,
        "draw": 0.2753381469519809,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.06601723650295743
          },
          {
            "label": "Attention",
            "value": 0.1908216498177498
          },
          {
            "label": "Credibility",
            "value": 0.23002072858694006
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Curiosity or accidental click",
        "probability": 0.0015198806627125011,
        "draw": 0.00012583436910063028,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.501560247852467,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.318528396685142
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Leave or defer",
        "probability": 0.17871941380275153,
        "draw": 0.8206401577917859,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.39049310270452403
          },
          {
            "label": "Known price / budget",
            "value": -0.3823525596208047
          },
          {
            "label": "Unanswered information",
            "value": -0.8918795107183976
          },
          {
            "label": "Trust and evidence",
            "value": 0.23527471471422462
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.6152662195069536
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      }
    ]
  },
  {
    "scenarioId": "brightbank-simple",
    "reason": "discount_search",
    "profile": {
      "id": 3647,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 35.903686225270164,
      "affinity": 0.2503406814066693,
      "need": 0.680353692593053,
      "priceSensitivity": 1.3373871849230765,
      "dealSeeking": 0.8709963730918472,
      "trustNeed": 0.7522196555160917,
      "informationNeed": 0.5929507654183543,
      "familiarity": 0.08022542089456693,
      "incumbent": 0.7682327762013301,
      "novelty": 0.7734938618959859,
      "urgency": 0.5527668424299919,
      "attention": 0.7345679850550368,
      "patience": 0.5758362737076823,
      "privacyNeed": 0.5081961548537948,
      "socialProofNeed": 0.6977585800690577,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": false,
      "bought": false,
      "reason": "discount_search",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.08827141831603738,
        "draw": 0.00004274293314665556,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.5803758267394733
          },
          {
            "label": "Attention",
            "value": 0.39081484297849234
          },
          {
            "label": "Credibility",
            "value": 0.2754883242135402
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.268438680912368,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24295076541835436
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.2796941911394089,
        "draw": 0.229075497132726,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.27954822351923214
          },
          {
            "label": "Known price / budget",
            "value": -0.9846148767939935
          },
          {
            "label": "Unanswered information",
            "value": -0.6802621431713922
          },
          {
            "label": "Trust and evidence",
            "value": 0.29190401028984336
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.29467532417009124
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: product questions",
        "action": "Question remains unresolved",
        "probability": 0.17937499999999998,
        "draw": 0.48804150021169335,
        "factors": [
          {
            "label": "Remaining information gap",
            "value": 0.24295076541835436
          }
        ],
        "detail": "Only answers accessible at this stage can resolve the question."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.6955524681834504,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.8709963730918472
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      }
    ]
  },
  {
    "scenarioId": "brightbank-simple",
    "reason": "account_required",
    "profile": {
      "id": 449,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 139.30990508190249,
      "affinity": 0.18923516978975385,
      "need": 0.3211014996073209,
      "priceSensitivity": 1.3010722968169368,
      "dealSeeking": 0.5777665968691991,
      "trustNeed": 0.7419635480619037,
      "informationNeed": 0.7582291515334509,
      "familiarity": 0.061620572453830395,
      "incumbent": 0.02778048033360392,
      "novelty": 0.871214923565276,
      "urgency": 0.6479527521727142,
      "attention": 0.38977482717018574,
      "patience": 0.5101946495531593,
      "privacyNeed": 0.8289771280949935,
      "socialProofNeed": 0.6295427009346896,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "account_required",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.06456806395919751,
        "draw": 0.0019144689431414008,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.388876874509151
          },
          {
            "label": "Attention",
            "value": 0.27496434192918234
          },
          {
            "label": "Credibility",
            "value": 0.27323198057361875
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.05268294189590961,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.40822915153345096
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.4574372066766459,
        "draw": 0.10076872899662703,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.2772926756086527
          },
          {
            "label": "Known price / budget",
            "value": -0.3056169678068971
          },
          {
            "label": "Unanswered information",
            "value": -0.4990416242936627
          },
          {
            "label": "Trust and evidence",
            "value": 0.26783987140314414
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.022632151726406414
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7752798015960777,
        "draw": 0.6193423735676333,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.12743384334641747
          },
          {
            "label": "Cart effort",
            "value": 0.0731408764061635
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Decline account requirement",
        "probability": 0.44807267577216514,
        "draw": 0.8204510289942846,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.9066473946184848
          },
          {
            "label": "Patience",
            "value": -0.5387858854915248
          }
        ],
        "detail": "Account preference is distinct from product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-simple",
    "reason": "form_friction",
    "profile": {
      "id": 1572,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 29.901874415986644,
      "affinity": 0.37348756950814277,
      "need": 0.26385068674804646,
      "priceSensitivity": 1.3561931974506392,
      "dealSeeking": 0.5223723304505719,
      "trustNeed": 0.25580471239518376,
      "informationNeed": 0.34499046170618386,
      "familiarity": 0.04009762000059709,
      "incumbent": 0.36367157904896885,
      "novelty": 0.2380149542586878,
      "urgency": 0.32391630165162494,
      "attention": 0.6093082762090489,
      "patience": 0.525543116783956,
      "privacyNeed": 0.5278986245742999,
      "socialProofNeed": 0.2811262328992598,
      "mobile": false,
      "preferredPayment": "wallet",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "form_friction",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 2,
      "stepsCompleted": 1,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.04053158026332141,
        "draw": 0.019860394415445626,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.052703501170617575
          },
          {
            "label": "Attention",
            "value": 0.3487275808062404
          },
          {
            "label": "Credibility",
            "value": 0.1662770367269404
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.7509961492614821,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.2154997777978238,
        "draw": 0.026037275441922247,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.36603143554052797
          },
          {
            "label": "Known price / budget",
            "value": -1.1435259832318103
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.1413290379770507
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3212598997993823
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7916127951897871,
        "draw": 0.32978650217410177,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.07636405452463083
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.6196326164812069,
        "draw": 0.17156736075412482,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.2141668365208897
          },
          {
            "label": "Patience",
            "value": -0.5219025715376484
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9679047227665968,
        "draw": 0.08201832103077322,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.2104305475634057
          },
          {
            "label": "Accumulated effort",
            "value": -0.03787749856141302
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "4 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Abandon checkout",
        "probability": 0.9639376738591686,
        "draw": 0.9896322012646124,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.2805740634178743
          },
          {
            "label": "Accumulated effort",
            "value": -0.0883808299766304
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "5 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      }
    ]
  },
  {
    "scenarioId": "brightbank-simple",
    "reason": "technical_error",
    "profile": {
      "id": 20220,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 202.06440349916795,
      "affinity": 0.08275051170494407,
      "need": 0.1989452678267844,
      "priceSensitivity": 0.9771739744568602,
      "dealSeeking": 0.7699544188458349,
      "trustNeed": 0.5586340860812925,
      "informationNeed": 0.4250440353318118,
      "familiarity": 0.06719250801252201,
      "incumbent": 0.38734120375011116,
      "novelty": 0.19229015393648297,
      "urgency": 0.23246616806951353,
      "attention": 0.45512612408492714,
      "patience": 0.32623434521374295,
      "privacyNeed": 0.5861147167044691,
      "socialProofNeed": 0.3977399643510581,
      "mobile": false,
      "preferredPayment": "bnpl",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "technical_error",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 1,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.03882460029343549,
        "draw": 0.025074301403947175,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.1434374828898582
          },
          {
            "label": "Attention",
            "value": 0.2969223776925355
          },
          {
            "label": "Credibility",
            "value": 0.2328994989378843
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.40853787038940936,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.07504403533181181
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.31537215066886215,
        "draw": 0.2229643549071625,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.46663483486848417
          },
          {
            "label": "Known price / budget",
            "value": -0.16275329015190398
          },
          {
            "label": "Unanswered information",
            "value": -0.21012329892907305
          },
          {
            "label": "Trust and evidence",
            "value": 0.20883348245996158
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3723378050756354
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7685638980294116,
        "draw": 0.2570850894553587,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.05365648526224545
          },
          {
            "label": "Cart effort",
            "value": 0.03450921249488609
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5377056385808539,
        "draw": 0.09136420243885368,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.348063848420279
          },
          {
            "label": "Patience",
            "value": -0.7411422202648829
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Technical failure",
        "probability": 0.003,
        "draw": 0.001421798369847238,
        "factors": [],
        "detail": "A failure drawn from the configured error assumption. This is not a measured defect in the live site."
      }
    ]
  },
  {
    "scenarioId": "brightbank-shipping",
    "reason": "no_interest",
    "profile": {
      "id": 0,
      "relevance": "excluded",
      "offlineOnly": false,
      "budget": 9.194340299840878,
      "affinity": 0.7023821921320632,
      "need": 0,
      "priceSensitivity": 1.3341066537433168,
      "dealSeeking": 0.5482479399332337,
      "trustNeed": 0.7048062357585878,
      "informationNeed": 0.2739580763410777,
      "familiarity": 0.019464269105810672,
      "incumbent": 0.5496467744233087,
      "novelty": 0.07526506565045565,
      "urgency": 0.20709744029096328,
      "attention": 0.05936057411599904,
      "patience": 0.5138160475820768,
      "privacyNeed": 0.5856627025059424,
      "socialProofNeed": 0.7408916122512893,
      "mobile": false,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": false,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "no_interest",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0,
        "draw": 0.882626959704794,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.41669433621340435
          },
          {
            "label": "Attention",
            "value": 0.16394515290297562
          },
          {
            "label": "Credibility",
            "value": 0.26505737186688927
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "Structural category exclusion: shopping probability is exactly zero."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Ignore",
        "probability": 0.0006705638658300507,
        "draw": 0.4637262459145859,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-shipping",
    "reason": "purchased",
    "profile": {
      "id": 339,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 37.908710897452444,
      "affinity": 0.784182540490292,
      "need": 0.6433751036878675,
      "priceSensitivity": 1.370700408831921,
      "dealSeeking": 0.30191599719013273,
      "trustNeed": 0.7267489804886282,
      "informationNeed": 0.5902518116310238,
      "familiarity": 0.04236376638291404,
      "incumbent": 0.6147188463946804,
      "novelty": 0.7073646337958053,
      "urgency": 0.47718849378870803,
      "attention": 0.821385232382454,
      "patience": 0.45552799730212423,
      "privacyNeed": 0.67306412498001,
      "socialProofNeed": 0.635636941168923,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": true,
      "reason": "purchased",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 5,
      "stepsCompleted": 5,
      "revenue": 28.8,
      "contribution": 8.31
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.1036902760058167,
        "draw": 0.03386009286623448,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.7917188796098343
          },
          {
            "label": "Attention",
            "value": 0.4199854380805044
          },
          {
            "label": "Credibility",
            "value": 0.2698847757074982
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.0650782206794247,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24025181163102383
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.552872300584856,
        "draw": 0.06231204804498702,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2222314107161947
          },
          {
            "label": "Known price / budget",
            "value": -0.9683220822519322
          },
          {
            "label": "Unanswered information",
            "value": -0.02870507256686676
          },
          {
            "label": "Trust and evidence",
            "value": 0.25684701949937144
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.2630688538279399
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.5639011500170454,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.30191599719013273
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8235164561179793,
        "draw": 0.5232735722092912,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.00733004531618205
          },
          {
            "label": "Cart effort",
            "value": 0.061660879433446156
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5196028393339787,
        "draw": 0.4849048441974446,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.5480474874540229
          },
          {
            "label": "Patience",
            "value": -0.5989192029676634
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9641150130317635,
        "draw": 0.4831863403087482,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3484128972626058
          },
          {
            "label": "Accumulated effort",
            "value": -0.06271432150726905
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9500746961866732,
        "draw": 0.13519831269513816,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.5710100260692706
          },
          {
            "label": "Accumulated effort",
            "value": -0.16549612619973775
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.9405540160433162,
        "draw": 0.32525165111292154,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": 0
          },
          {
            "label": "Final total",
            "value": 30.82
          },
          {
            "label": "Budget",
            "value": 37.908710897452444
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.9686891858280895,
        "draw": 0.40722419635858387,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.11613763242086861
          },
          {
            "label": "Accumulated effort",
            "value": -0.1864009000354941
          },
          {
            "label": "Step clarity",
            "value": 0.19500000000000003
          }
        ],
        "detail": "1 required fields; 7 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.27059316949453205,
        "factors": [],
        "detail": "Preferred method: card. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9503158233841188,
        "draw": 0.14687809336464852,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4839068017536192
          },
          {
            "label": "Accumulated effort",
            "value": -0.2735041243511455
          },
          {
            "label": "Step clarity",
            "value": 0.169
          }
        ],
        "detail": "5 required fields; 25 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Complete step",
        "probability": 0.9659424351771237,
        "draw": 0.6091312147909775,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.125815768455941
          },
          {
            "label": "Accumulated effort",
            "value": -0.2961509626732149
          },
          {
            "label": "Step clarity",
            "value": 0.22749999999999998
          }
        ],
        "detail": "1 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Order",
        "action": "Purchase",
        "probability": 1,
        "draw": null,
        "factors": [
          {
            "label": "Merchandise and shipping revenue",
            "value": 28.8
          },
          {
            "label": "Contribution before advertising",
            "value": 8.31
          }
        ],
        "detail": "Simulated order under the frozen model and inputs. This is not a real transaction."
      }
    ]
  },
  {
    "scenarioId": "brightbank-shipping",
    "reason": "price",
    "profile": {
      "id": 83,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 18.932642211685785,
      "affinity": 0.04887268866878003,
      "need": 0.6571274042595178,
      "priceSensitivity": 1.4968728822562996,
      "dealSeeking": 0.26315170793662557,
      "trustNeed": 0.637819560954813,
      "informationNeed": 0.5505403579236008,
      "familiarity": 0.05988342316122726,
      "incumbent": 0.2976554326014593,
      "novelty": 0.21614828880410641,
      "urgency": 0.48845739410026,
      "attention": 0.8332561712013558,
      "patience": 0.6758389040071052,
      "privacyNeed": 0.5468485403223895,
      "socialProofNeed": 0.6712537428946235,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "price",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10460466269174387,
        "draw": 0.07825986144598573,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.8089092553243971
          },
          {
            "label": "Attention",
            "value": 0.42397407352365546
          },
          {
            "label": "Credibility",
            "value": 0.25032030341005884
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Leave: outside budget",
        "probability": 0,
        "draw": null,
        "factors": [
          {
            "label": "Known cost",
            "value": 28.8
          },
          {
            "label": "Budget",
            "value": 18.932642211685785
          }
        ],
        "detail": "The consumer only knows charges disclosed by this stage."
      }
    ]
  },
  {
    "scenarioId": "brightbank-shipping",
    "reason": "information",
    "profile": {
      "id": 55,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 113.46846313844955,
      "affinity": 0.3440688938135281,
      "need": 0.24806896599708125,
      "priceSensitivity": 1.3523179924316397,
      "dealSeeking": 0.16784019800477454,
      "trustNeed": 0.5455487663042732,
      "informationNeed": 0.668528396685142,
      "familiarity": 0.019992503023240717,
      "incumbent": 0.681873504887335,
      "novelty": 0.8972906143171713,
      "urgency": 0.24668616713839583,
      "attention": 0.13935014826711267,
      "patience": 0.9113174862053712,
      "privacyNeed": 0.8033323042560369,
      "socialProofNeed": 0.6842967374483123,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "status"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "information",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0.040191645953738385,
        "draw": 0.2753381469519809,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.06601723650295743
          },
          {
            "label": "Attention",
            "value": 0.1908216498177498
          },
          {
            "label": "Credibility",
            "value": 0.23002072858694006
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Curiosity or accidental click",
        "probability": 0.0015198806627125011,
        "draw": 0.00012583436910063028,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.501560247852467,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.318528396685142
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Leave or defer",
        "probability": 0.17871941380275153,
        "draw": 0.8206401577917859,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.39049310270452403
          },
          {
            "label": "Known price / budget",
            "value": -0.3823525596208047
          },
          {
            "label": "Unanswered information",
            "value": -0.8918795107183976
          },
          {
            "label": "Trust and evidence",
            "value": 0.23527471471422462
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.6152662195069536
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      }
    ]
  },
  {
    "scenarioId": "brightbank-shipping",
    "reason": "discount_search",
    "profile": {
      "id": 3647,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 35.903686225270164,
      "affinity": 0.2503406814066693,
      "need": 0.680353692593053,
      "priceSensitivity": 1.3373871849230765,
      "dealSeeking": 0.8709963730918472,
      "trustNeed": 0.7522196555160917,
      "informationNeed": 0.5929507654183543,
      "familiarity": 0.08022542089456693,
      "incumbent": 0.7682327762013301,
      "novelty": 0.7734938618959859,
      "urgency": 0.5527668424299919,
      "attention": 0.7345679850550368,
      "patience": 0.5758362737076823,
      "privacyNeed": 0.5081961548537948,
      "socialProofNeed": 0.6977585800690577,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": false,
      "bought": false,
      "reason": "discount_search",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.08827141831603738,
        "draw": 0.00004274293314665556,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.5803758267394733
          },
          {
            "label": "Attention",
            "value": 0.39081484297849234
          },
          {
            "label": "Credibility",
            "value": 0.2754883242135402
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.268438680912368,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24295076541835436
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.2796941911394089,
        "draw": 0.229075497132726,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.27954822351923214
          },
          {
            "label": "Known price / budget",
            "value": -0.9846148767939935
          },
          {
            "label": "Unanswered information",
            "value": -0.6802621431713922
          },
          {
            "label": "Trust and evidence",
            "value": 0.29190401028984336
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.29467532417009124
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: product questions",
        "action": "Question remains unresolved",
        "probability": 0.17937499999999998,
        "draw": 0.48804150021169335,
        "factors": [
          {
            "label": "Remaining information gap",
            "value": 0.24295076541835436
          }
        ],
        "detail": "Only answers accessible at this stage can resolve the question."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.6955524681834504,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.8709963730918472
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      }
    ]
  },
  {
    "scenarioId": "brightbank-shipping",
    "reason": "account_required",
    "profile": {
      "id": 449,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 139.30990508190249,
      "affinity": 0.18923516978975385,
      "need": 0.3211014996073209,
      "priceSensitivity": 1.3010722968169368,
      "dealSeeking": 0.5777665968691991,
      "trustNeed": 0.7419635480619037,
      "informationNeed": 0.7582291515334509,
      "familiarity": 0.061620572453830395,
      "incumbent": 0.02778048033360392,
      "novelty": 0.871214923565276,
      "urgency": 0.6479527521727142,
      "attention": 0.38977482717018574,
      "patience": 0.5101946495531593,
      "privacyNeed": 0.8289771280949935,
      "socialProofNeed": 0.6295427009346896,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "account_required",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.06456806395919751,
        "draw": 0.0019144689431414008,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.388876874509151
          },
          {
            "label": "Attention",
            "value": 0.27496434192918234
          },
          {
            "label": "Credibility",
            "value": 0.27323198057361875
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.05268294189590961,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.40822915153345096
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.4574372066766459,
        "draw": 0.10076872899662703,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.2772926756086527
          },
          {
            "label": "Known price / budget",
            "value": -0.3056169678068971
          },
          {
            "label": "Unanswered information",
            "value": -0.4990416242936627
          },
          {
            "label": "Trust and evidence",
            "value": 0.26783987140314414
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.022632151726406414
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7752798015960777,
        "draw": 0.6193423735676333,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.12743384334641747
          },
          {
            "label": "Cart effort",
            "value": 0.0731408764061635
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Decline account requirement",
        "probability": 0.44807267577216514,
        "draw": 0.8204510289942846,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.9066473946184848
          },
          {
            "label": "Patience",
            "value": -0.5387858854915248
          }
        ],
        "detail": "Account preference is distinct from product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-shipping",
    "reason": "form_friction",
    "profile": {
      "id": 1572,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 29.901874415986644,
      "affinity": 0.37348756950814277,
      "need": 0.26385068674804646,
      "priceSensitivity": 1.3561931974506392,
      "dealSeeking": 0.5223723304505719,
      "trustNeed": 0.25580471239518376,
      "informationNeed": 0.34499046170618386,
      "familiarity": 0.04009762000059709,
      "incumbent": 0.36367157904896885,
      "novelty": 0.2380149542586878,
      "urgency": 0.32391630165162494,
      "attention": 0.6093082762090489,
      "patience": 0.525543116783956,
      "privacyNeed": 0.5278986245742999,
      "socialProofNeed": 0.2811262328992598,
      "mobile": false,
      "preferredPayment": "wallet",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "form_friction",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 2,
      "stepsCompleted": 1,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.04053158026332141,
        "draw": 0.019860394415445626,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.052703501170617575
          },
          {
            "label": "Attention",
            "value": 0.3487275808062404
          },
          {
            "label": "Credibility",
            "value": 0.1662770367269404
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.7509961492614821,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.2154997777978238,
        "draw": 0.026037275441922247,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.36603143554052797
          },
          {
            "label": "Known price / budget",
            "value": -1.1435259832318103
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.1413290379770507
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3212598997993823
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7916127951897871,
        "draw": 0.32978650217410177,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.07636405452463083
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.6196326164812069,
        "draw": 0.17156736075412482,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.2141668365208897
          },
          {
            "label": "Patience",
            "value": -0.5219025715376484
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9608401252957819,
        "draw": 0.08201832103077322,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.2805740634178743
          },
          {
            "label": "Accumulated effort",
            "value": -0.050503331415217366
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Abandon checkout",
        "probability": 0.9489828420083262,
        "draw": 0.9896322012646124,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4559328530540457
          },
          {
            "label": "Accumulated effort",
            "value": -0.1325712449649456
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      }
    ]
  },
  {
    "scenarioId": "brightbank-shipping",
    "reason": "technical_error",
    "profile": {
      "id": 20220,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 202.06440349916795,
      "affinity": 0.08275051170494407,
      "need": 0.1989452678267844,
      "priceSensitivity": 0.9771739744568602,
      "dealSeeking": 0.7699544188458349,
      "trustNeed": 0.5586340860812925,
      "informationNeed": 0.4250440353318118,
      "familiarity": 0.06719250801252201,
      "incumbent": 0.38734120375011116,
      "novelty": 0.19229015393648297,
      "urgency": 0.23246616806951353,
      "attention": 0.45512612408492714,
      "patience": 0.32623434521374295,
      "privacyNeed": 0.5861147167044691,
      "socialProofNeed": 0.3977399643510581,
      "mobile": false,
      "preferredPayment": "bnpl",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "technical_error",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 1,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.03882460029343549,
        "draw": 0.025074301403947175,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.1434374828898582
          },
          {
            "label": "Attention",
            "value": 0.2969223776925355
          },
          {
            "label": "Credibility",
            "value": 0.2328994989378843
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.40853787038940936,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.07504403533181181
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.31537215066886215,
        "draw": 0.2229643549071625,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.46663483486848417
          },
          {
            "label": "Known price / budget",
            "value": -0.16275329015190398
          },
          {
            "label": "Unanswered information",
            "value": -0.21012329892907305
          },
          {
            "label": "Trust and evidence",
            "value": 0.20883348245996158
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3723378050756354
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.7685638980294116,
        "draw": 0.2570850894553587,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.05365648526224545
          },
          {
            "label": "Cart effort",
            "value": 0.03450921249488609
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5377056385808539,
        "draw": 0.09136420243885368,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.348063848420279
          },
          {
            "label": "Patience",
            "value": -0.7411422202648829
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Technical failure",
        "probability": 0.012,
        "draw": 0.001421798369847238,
        "factors": [],
        "detail": "A failure drawn from the configured error assumption. This is not a measured defect in the live site."
      }
    ]
  },
  {
    "scenarioId": "brightbank-promo",
    "reason": "no_interest",
    "profile": {
      "id": 0,
      "relevance": "excluded",
      "offlineOnly": false,
      "budget": 9.194340299840878,
      "affinity": 0.7023821921320632,
      "need": 0,
      "priceSensitivity": 1.3341066537433168,
      "dealSeeking": 0.5482479399332337,
      "trustNeed": 0.7048062357585878,
      "informationNeed": 0.2739580763410777,
      "familiarity": 0.019464269105810672,
      "incumbent": 0.5496467744233087,
      "novelty": 0.07526506565045565,
      "urgency": 0.20709744029096328,
      "attention": 0.05936057411599904,
      "patience": 0.5138160475820768,
      "privacyNeed": 0.5856627025059424,
      "socialProofNeed": 0.7408916122512893,
      "mobile": false,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": false,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "no_interest",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0,
        "draw": 0.882626959704794,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.41669433621340435
          },
          {
            "label": "Attention",
            "value": 0.16394515290297562
          },
          {
            "label": "Credibility",
            "value": 0.26505737186688927
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "Structural category exclusion: shopping probability is exactly zero."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Ignore",
        "probability": 0.0006705638658300507,
        "draw": 0.4637262459145859,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-promo",
    "reason": "purchased",
    "profile": {
      "id": 339,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 37.908710897452444,
      "affinity": 0.784182540490292,
      "need": 0.6433751036878675,
      "priceSensitivity": 1.370700408831921,
      "dealSeeking": 0.30191599719013273,
      "trustNeed": 0.7267489804886282,
      "informationNeed": 0.5902518116310238,
      "familiarity": 0.04236376638291404,
      "incumbent": 0.6147188463946804,
      "novelty": 0.7073646337958053,
      "urgency": 0.47718849378870803,
      "attention": 0.821385232382454,
      "patience": 0.45552799730212423,
      "privacyNeed": 0.67306412498001,
      "socialProofNeed": 0.635636941168923,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": true,
      "reason": "purchased",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": true,
      "stepsReached": 5,
      "stepsCompleted": 5,
      "revenue": 32.87,
      "contribution": 12.25
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.1036902760058167,
        "draw": 0.03386009286623448,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.7917188796098343
          },
          {
            "label": "Attention",
            "value": 0.4199854380805044
          },
          {
            "label": "Credibility",
            "value": 0.2698847757074982
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.0650782206794247,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.24025181163102383
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.5714815144242755,
        "draw": 0.06231204804498702,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2222314107161947
          },
          {
            "label": "Known price / budget",
            "value": -0.8927066414003719
          },
          {
            "label": "Unanswered information",
            "value": -0.02870507256686676
          },
          {
            "label": "Trust and evidence",
            "value": 0.25684701949937144
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.2630688538279399
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8443968717021683,
        "draw": 0.5232735722092912,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.00733004531618205
          },
          {
            "label": "Cart effort",
            "value": 0.061660879433446156
          }
        ],
        "detail": "Known merchandise and shipping: $25.92. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.5196028393339787,
        "draw": 0.4849048441974446,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.5480474874540229
          },
          {
            "label": "Patience",
            "value": -0.5989192029676634
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9641150130317635,
        "draw": 0.4831863403087482,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3484128972626058
          },
          {
            "label": "Accumulated effort",
            "value": -0.06271432150726905
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9500746961866732,
        "draw": 0.13519831269513816,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.5710100260692706
          },
          {
            "label": "Accumulated effort",
            "value": -0.16549612619973775
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.7274149604285067,
        "draw": 0.32525165111292154,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": -1.779854550766558
          },
          {
            "label": "Final total",
            "value": 35.17
          },
          {
            "label": "Budget",
            "value": 37.908710897452444
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.9686891858280895,
        "draw": 0.40722419635858387,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.11613763242086861
          },
          {
            "label": "Accumulated effort",
            "value": -0.1864009000354941
          },
          {
            "label": "Step clarity",
            "value": 0.19500000000000003
          }
        ],
        "detail": "1 required fields; 7 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.27059316949453205,
        "factors": [],
        "detail": "Preferred method: card. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9503158233841188,
        "draw": 0.14687809336464852,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4839068017536192
          },
          {
            "label": "Accumulated effort",
            "value": -0.2735041243511455
          },
          {
            "label": "Step clarity",
            "value": 0.169
          }
        ],
        "detail": "5 required fields; 25 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Complete step",
        "probability": 0.9659424351771237,
        "draw": 0.6091312147909775,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.125815768455941
          },
          {
            "label": "Accumulated effort",
            "value": -0.2961509626732149
          },
          {
            "label": "Step clarity",
            "value": 0.22749999999999998
          }
        ],
        "detail": "1 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Order",
        "action": "Purchase",
        "probability": 1,
        "draw": null,
        "factors": [
          {
            "label": "Merchandise and shipping revenue",
            "value": 32.87
          },
          {
            "label": "Contribution before advertising",
            "value": 12.25
          }
        ],
        "detail": "Simulated order under the frozen model and inputs. This is not a real transaction."
      }
    ]
  },
  {
    "scenarioId": "brightbank-promo",
    "reason": "price",
    "profile": {
      "id": 83,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 18.932642211685785,
      "affinity": 0.04887268866878003,
      "need": 0.6571274042595178,
      "priceSensitivity": 1.4968728822562996,
      "dealSeeking": 0.26315170793662557,
      "trustNeed": 0.637819560954813,
      "informationNeed": 0.5505403579236008,
      "familiarity": 0.05988342316122726,
      "incumbent": 0.2976554326014593,
      "novelty": 0.21614828880410641,
      "urgency": 0.48845739410026,
      "attention": 0.8332561712013558,
      "patience": 0.6758389040071052,
      "privacyNeed": 0.5468485403223895,
      "socialProofNeed": 0.6712537428946235,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "price",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10460466269174387,
        "draw": 0.07825986144598573,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.8089092553243971
          },
          {
            "label": "Attention",
            "value": 0.42397407352365546
          },
          {
            "label": "Credibility",
            "value": 0.25032030341005884
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Leave: outside budget",
        "probability": 0,
        "draw": null,
        "factors": [
          {
            "label": "Known cost",
            "value": 25.92
          },
          {
            "label": "Budget",
            "value": 18.932642211685785
          }
        ],
        "detail": "The consumer only knows charges disclosed by this stage."
      }
    ]
  },
  {
    "scenarioId": "brightbank-promo",
    "reason": "information",
    "profile": {
      "id": 55,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 113.46846313844955,
      "affinity": 0.3440688938135281,
      "need": 0.24806896599708125,
      "priceSensitivity": 1.3523179924316397,
      "dealSeeking": 0.16784019800477454,
      "trustNeed": 0.5455487663042732,
      "informationNeed": 0.668528396685142,
      "familiarity": 0.019992503023240717,
      "incumbent": 0.681873504887335,
      "novelty": 0.8972906143171713,
      "urgency": 0.24668616713839583,
      "attention": 0.13935014826711267,
      "patience": 0.9113174862053712,
      "privacyNeed": 0.8033323042560369,
      "socialProofNeed": 0.6842967374483123,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "status"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "information",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0.040191645953738385,
        "draw": 0.2753381469519809,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.06601723650295743
          },
          {
            "label": "Attention",
            "value": 0.1908216498177498
          },
          {
            "label": "Credibility",
            "value": 0.23002072858694006
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Curiosity or accidental click",
        "probability": 0.0015198806627125011,
        "draw": 0.00012583436910063028,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.501560247852467,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.318528396685142
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Leave or defer",
        "probability": 0.18385010886182163,
        "draw": 0.8206401577917859,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.39049310270452403
          },
          {
            "label": "Known price / budget",
            "value": -0.3477820307337053
          },
          {
            "label": "Unanswered information",
            "value": -0.8918795107183976
          },
          {
            "label": "Trust and evidence",
            "value": 0.23527471471422462
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.6152662195069536
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      }
    ]
  },
  {
    "scenarioId": "brightbank-promo",
    "reason": "account_required",
    "profile": {
      "id": 449,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 139.30990508190249,
      "affinity": 0.18923516978975385,
      "need": 0.3211014996073209,
      "priceSensitivity": 1.3010722968169368,
      "dealSeeking": 0.5777665968691991,
      "trustNeed": 0.7419635480619037,
      "informationNeed": 0.7582291515334509,
      "familiarity": 0.061620572453830395,
      "incumbent": 0.02778048033360392,
      "novelty": 0.871214923565276,
      "urgency": 0.6479527521727142,
      "attention": 0.38977482717018574,
      "patience": 0.5101946495531593,
      "privacyNeed": 0.8289771280949935,
      "socialProofNeed": 0.6295427009346896,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "account_required",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.06456806395919751,
        "draw": 0.0019144689431414008,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.388876874509151
          },
          {
            "label": "Attention",
            "value": 0.27496434192918234
          },
          {
            "label": "Credibility",
            "value": 0.27323198057361875
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.15374999999999997,
        "draw": 0.05268294189590961,
        "factors": [
          {
            "label": "Information gap",
            "value": 0.40822915153345096
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.4644200166165415,
        "draw": 0.10076872899662703,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.2772926756086527
          },
          {
            "label": "Known price / budget",
            "value": -0.2775136529561322
          },
          {
            "label": "Unanswered information",
            "value": -0.4990416242936627
          },
          {
            "label": "Trust and evidence",
            "value": 0.26783987140314414
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.022632151726406414
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.821603780506642,
        "draw": 0.6193423735676333,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.12743384334641747
          },
          {
            "label": "Cart effort",
            "value": 0.0731408764061635
          }
        ],
        "detail": "Known merchandise and shipping: $25.92. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Decline account requirement",
        "probability": 0.44807267577216514,
        "draw": 0.8204510289942846,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.9066473946184848
          },
          {
            "label": "Patience",
            "value": -0.5387858854915248
          }
        ],
        "detail": "Account preference is distinct from product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-promo",
    "reason": "form_friction",
    "profile": {
      "id": 1572,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 29.901874415986644,
      "affinity": 0.37348756950814277,
      "need": 0.26385068674804646,
      "priceSensitivity": 1.3561931974506392,
      "dealSeeking": 0.5223723304505719,
      "trustNeed": 0.25580471239518376,
      "informationNeed": 0.34499046170618386,
      "familiarity": 0.04009762000059709,
      "incumbent": 0.36367157904896885,
      "novelty": 0.2380149542586878,
      "urgency": 0.32391630165162494,
      "attention": 0.6093082762090489,
      "patience": 0.525543116783956,
      "privacyNeed": 0.5278986245742999,
      "socialProofNeed": 0.2811262328992598,
      "mobile": false,
      "preferredPayment": "wallet",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "form_friction",
      "informationSought": true,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 2,
      "stepsCompleted": 1,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.04053158026332141,
        "draw": 0.019860394415445626,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.052703501170617575
          },
          {
            "label": "Attention",
            "value": 0.3487275808062404
          },
          {
            "label": "Credibility",
            "value": 0.1662770367269404
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Question remains unresolved",
        "probability": 0.15374999999999997,
        "draw": 0.7509961492614821,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.3
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.2302666075616038,
        "draw": 0.026037275441922247,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.36603143554052797
          },
          {
            "label": "Known price / budget",
            "value": -1.058245416642576
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.1413290379770507
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3212598997993823
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8314390559661884,
        "draw": 0.32978650217410177,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.07636405452463083
          }
        ],
        "detail": "Known merchandise and shipping: $25.92. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.6196326164812069,
        "draw": 0.17156736075412482,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.2141668365208897
          },
          {
            "label": "Patience",
            "value": -0.5219025715376484
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9608401252957819,
        "draw": 0.08201832103077322,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.2805740634178743
          },
          {
            "label": "Accumulated effort",
            "value": -0.050503331415217366
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Abandon checkout",
        "probability": 0.9489828420083262,
        "draw": 0.9896322012646124,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.4559328530540457
          },
          {
            "label": "Accumulated effort",
            "value": -0.1325712449649456
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      }
    ]
  },
  {
    "scenarioId": "brightbank-promo",
    "reason": "technical_error",
    "profile": {
      "id": 14448,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 59.050307877984764,
      "affinity": 0.8998832301003858,
      "need": 0.6559689983259887,
      "priceSensitivity": 1.23460416772508,
      "dealSeeking": 0.2954537526923708,
      "trustNeed": 0.26380748517112806,
      "informationNeed": 0.3940159574639983,
      "familiarity": 0.0667596630868502,
      "incumbent": 0.6616946830181405,
      "novelty": 0.31680964457336813,
      "urgency": 0.5343476142501459,
      "attention": 0.34826163586694747,
      "patience": 0.407194894523127,
      "privacyNeed": 0.4456622365512885,
      "socialProofNeed": 0.20514226836385205,
      "mobile": true,
      "preferredPayment": "paypal",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "technical_error",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 4,
      "stepsCompleted": 3,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.06058715459475221,
        "draw": 0.013891061185859144,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.4539912732678931
          },
          {
            "label": "Attention",
            "value": 0.2610159096512943
          },
          {
            "label": "Credibility",
            "value": 0.16803764673764815
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.5323920845806913,
        "draw": 0.03445888834539801,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2417519474052824
          },
          {
            "label": "Known price / budget",
            "value": -0.5616092748919479
          },
          {
            "label": "Unanswered information",
            "value": -0.12324468089919532
          },
          {
            "label": "Trust and evidence",
            "value": 0.14255844976085932
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.27317218152131795
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8404188453544241,
        "draw": 0.17194700858090073,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": -0.031471409586758814
          },
          {
            "label": "Cart effort",
            "value": 0.051510927849856725
          }
        ],
        "detail": "Known merchandise and shipping: $25.92. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Checkout: account",
        "action": "Create account",
        "probability": 0.6371341533629077,
        "draw": 0.23242568771820515,
        "factors": [
          {
            "label": "Privacy resistance",
            "value": -1.0250231440679636
          },
          {
            "label": "Patience",
            "value": -0.6520856160245604
          }
        ],
        "detail": "Account preference is distinct from product interest."
      },
      {
        "stage": "Create account",
        "action": "Complete step",
        "probability": 0.9633804925926649,
        "draw": 0.39265576063189656,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3710327893631766
          },
          {
            "label": "Accumulated effort",
            "value": -0.06678590208537179
          },
          {
            "label": "Step clarity",
            "value": 0.1625
          }
        ],
        "detail": "4 required fields; 16 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9480371159757235,
        "draw": 0.7856161791132763,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.6080815159007615
          },
          {
            "label": "Accumulated effort",
            "value": -0.17624057494750886
          },
          {
            "label": "Step clarity",
            "value": 0.143
          }
        ],
        "detail": "7 required fields; 24 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.7499391816035005,
        "draw": 0.4351263322168961,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": -1.677677357404709
          },
          {
            "label": "Final total",
            "value": 35.17
          },
          {
            "label": "Budget",
            "value": 59.050307877984764
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.9682625500691359,
        "draw": 0.07342368725221604,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.12367759645439219
          },
          {
            "label": "Accumulated effort",
            "value": -0.19850254230929945
          },
          {
            "label": "Step clarity",
            "value": 0.19500000000000003
          }
        ],
        "detail": "1 required fields; 7 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use an alternative payment",
        "probability": 0.4940182172070491,
        "draw": 0.023015669896267354,
        "factors": [],
        "detail": "Preferred method: paypal. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Technical failure",
        "probability": 0.025,
        "draw": 0.020165703375823796,
        "factors": [],
        "detail": "A failure drawn from the configured error assumption. This is not a measured defect in the live site."
      }
    ]
  },
  {
    "scenarioId": "brightbank-combined",
    "reason": "no_interest",
    "profile": {
      "id": 0,
      "relevance": "excluded",
      "offlineOnly": false,
      "budget": 9.194340299840878,
      "affinity": 0.7023821921320632,
      "need": 0,
      "priceSensitivity": 1.3341066537433168,
      "dealSeeking": 0.5482479399332337,
      "trustNeed": 0.7048062357585878,
      "informationNeed": 0.2739580763410777,
      "familiarity": 0.019464269105810672,
      "incumbent": 0.5496467744233087,
      "novelty": 0.07526506565045565,
      "urgency": 0.20709744029096328,
      "attention": 0.05936057411599904,
      "patience": 0.5138160475820768,
      "privacyNeed": 0.5856627025059424,
      "socialProofNeed": 0.7408916122512893,
      "mobile": false,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": false,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "no_interest",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0,
        "draw": 0.882626959704794,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.41669433621340435
          },
          {
            "label": "Attention",
            "value": 0.16394515290297562
          },
          {
            "label": "Credibility",
            "value": 0.26505737186688927
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "Structural category exclusion: shopping probability is exactly zero."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Ignore",
        "probability": 0.0006705638658300507,
        "draw": 0.4637262459145859,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-combined",
    "reason": "purchased",
    "profile": {
      "id": 339,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 37.908710897452444,
      "affinity": 0.784182540490292,
      "need": 0.6433751036878675,
      "priceSensitivity": 1.370700408831921,
      "dealSeeking": 0.30191599719013273,
      "trustNeed": 0.7267489804886282,
      "informationNeed": 0.5902518116310238,
      "familiarity": 0.04236376638291404,
      "incumbent": 0.6147188463946804,
      "novelty": 0.7073646337958053,
      "urgency": 0.47718849378870803,
      "attention": 0.821385232382454,
      "patience": 0.45552799730212423,
      "privacyNeed": 0.67306412498001,
      "socialProofNeed": 0.635636941168923,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": true,
      "reason": "purchased",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 5,
      "stepsCompleted": 5,
      "revenue": 35.75,
      "contribution": 15.04
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.1036902760058167,
        "draw": 0.03386009286623448,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.7917188796098343
          },
          {
            "label": "Attention",
            "value": 0.4199854380805044
          },
          {
            "label": "Credibility",
            "value": 0.2698847757074982
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.8325,
        "draw": 0.0650782206794247,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.9
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.6358889298317415,
        "draw": 0.06231204804498702,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2222314107161947
          },
          {
            "label": "Known price / budget",
            "value": -0.9683220822519322
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.573424078637152
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.2630688538279399
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.5639011500170454,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.30191599719013273
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.824579258588206,
        "draw": 0.5232735722092912,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.061660879433446156
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Complete step",
        "probability": 0.9739147864205793,
        "draw": 0.4831863403087482,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.1742064486313029
          },
          {
            "label": "Accumulated effort",
            "value": -0.031357160753634525
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "2 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9668055346112135,
        "draw": 0.13519831269513816,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3580910332976782
          },
          {
            "label": "Accumulated effort",
            "value": -0.09581354674721661
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "5 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.7612476513485676,
        "draw": 0.32525165111292154,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": -1.6018690956899022
          },
          {
            "label": "Final total",
            "value": 38.25
          },
          {
            "label": "Budget",
            "value": 37.908710897452444
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.974377892260395,
        "draw": 0.40722419635858387,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.07742508828057908
          },
          {
            "label": "Accumulated effort",
            "value": -0.10975006263772083
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "1 required fields; 3 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.27059316949453205,
        "factors": [],
        "detail": "Preferred method: card. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9661153889497269,
        "draw": 0.14687809336464852,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3097003531223163
          },
          {
            "label": "Accumulated effort",
            "value": -0.16549612619973775
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "4 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Complete step",
        "probability": 0.9725795041309232,
        "draw": 0.6091312147909775,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.07742508828057908
          },
          {
            "label": "Accumulated effort",
            "value": -0.17943264209024198
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "1 required fields; 3 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Order",
        "action": "Purchase",
        "probability": 1,
        "draw": null,
        "factors": [
          {
            "label": "Merchandise and shipping revenue",
            "value": 35.75
          },
          {
            "label": "Contribution before advertising",
            "value": 15.04
          }
        ],
        "detail": "Simulated order under the frozen model and inputs. This is not a real transaction."
      }
    ]
  },
  {
    "scenarioId": "brightbank-combined",
    "reason": "price",
    "profile": {
      "id": 83,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 18.932642211685785,
      "affinity": 0.04887268866878003,
      "need": 0.6571274042595178,
      "priceSensitivity": 1.4968728822562996,
      "dealSeeking": 0.26315170793662557,
      "trustNeed": 0.637819560954813,
      "informationNeed": 0.5505403579236008,
      "familiarity": 0.05988342316122726,
      "incumbent": 0.2976554326014593,
      "novelty": 0.21614828880410641,
      "urgency": 0.48845739410026,
      "attention": 0.8332561712013558,
      "patience": 0.6758389040071052,
      "privacyNeed": 0.5468485403223895,
      "socialProofNeed": 0.6712537428946235,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "price",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10460466269174387,
        "draw": 0.07825986144598573,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.8089092553243971
          },
          {
            "label": "Attention",
            "value": 0.42397407352365546
          },
          {
            "label": "Credibility",
            "value": 0.25032030341005884
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Leave: outside budget",
        "probability": 0,
        "draw": null,
        "factors": [
          {
            "label": "Known cost",
            "value": 28.8
          },
          {
            "label": "Budget",
            "value": 18.932642211685785
          }
        ],
        "detail": "The consumer only knows charges disclosed by this stage."
      }
    ]
  },
  {
    "scenarioId": "brightbank-combined",
    "reason": "discount_search",
    "profile": {
      "id": 288,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 129.78109150652918,
      "affinity": 0.24447814433369786,
      "need": 0.7093232191633433,
      "priceSensitivity": 1.1190550243797095,
      "dealSeeking": 0.42673874822082514,
      "trustNeed": 0.6379363569198176,
      "informationNeed": 0.5199036965286359,
      "familiarity": 0.038434234040323645,
      "incumbent": 0.9556144316447899,
      "novelty": 0.008786536869592965,
      "urgency": 0.48838064617011695,
      "attention": 0.9034667398082092,
      "patience": 0.6310792507661971,
      "privacyNeed": 0.789723775035236,
      "socialProofNeed": 0.6706362392636948,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "practical"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": false,
      "bought": false,
      "reason": "discount_search",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.07731320210282228,
        "draw": 0.02493580535519868,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.45599919669679356
          },
          {
            "label": "Attention",
            "value": 0.4475648245755582
          },
          {
            "label": "Credibility",
            "value": 0.25034599852235984
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.6323969555618209,
        "draw": 0.5241659429157153,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.3244509897031821
          },
          {
            "label": "Known price / budget",
            "value": -0.2803470092917281
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.5534313983587081
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3333299120538706
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.7038398763397709,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.42673874822082514
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      }
    ]
  },
  {
    "scenarioId": "brightbank-combined",
    "reason": "form_friction",
    "profile": {
      "id": 647,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 48.244762429013115,
      "affinity": 0.984221622464247,
      "need": 0.6775281560141593,
      "priceSensitivity": 1.2501000495770391,
      "dealSeeking": 0.27948341585417047,
      "trustNeed": 0.7330725583247841,
      "informationNeed": 0.5518641662225127,
      "familiarity": 0.06766586898593233,
      "incumbent": 0.9258960051229224,
      "novelty": 0.3580441930098459,
      "urgency": 0.45052798460237686,
      "attention": 0.7182473837165162,
      "patience": 0.47448450343799775,
      "privacyNeed": 0.6447339759208262,
      "socialProofNeed": 0.6338883686927148,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "form_friction",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 2,
      "stepsCompleted": 1,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10587237198020318,
        "draw": 0.03895317215938121,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.834410195017699
          },
          {
            "label": "Attention",
            "value": 0.3853311209287494
          },
          {
            "label": "Credibility",
            "value": 0.2712759628314525
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.7063182531038271,
        "draw": 0.08602944517042488,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2751686418219469
          },
          {
            "label": "Known price / budget",
            "value": -0.7314637164144773
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.5888328846556832
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3582904705333347
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8280911216635959,
        "draw": 0.7430027927039191,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.06564174572197957
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Complete step",
        "probability": 0.974433125197852,
        "draw": 0.739562364644371,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.1697706261955085
          },
          {
            "label": "Accumulated effort",
            "value": -0.03055871271519153
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "2 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Abandon checkout",
        "probability": 0.9676589028160621,
        "draw": 0.9956491048214957,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3489729538463231
          },
          {
            "label": "Accumulated effort",
            "value": -0.09337384440752969
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "5 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      }
    ]
  },
  {
    "scenarioId": "brightbank-combined",
    "reason": "technical_error",
    "profile": {
      "id": 20220,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 202.06440349916795,
      "affinity": 0.08275051170494407,
      "need": 0.1989452678267844,
      "priceSensitivity": 0.9771739744568602,
      "dealSeeking": 0.7699544188458349,
      "trustNeed": 0.5586340860812925,
      "informationNeed": 0.4250440353318118,
      "familiarity": 0.06719250801252201,
      "incumbent": 0.38734120375011116,
      "novelty": 0.19229015393648297,
      "urgency": 0.23246616806951353,
      "attention": 0.45512612408492714,
      "patience": 0.32623434521374295,
      "privacyNeed": 0.5861147167044691,
      "socialProofNeed": 0.3977399643510581,
      "mobile": false,
      "preferredPayment": "bnpl",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "technical_error",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 1,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.03882460029343549,
        "draw": 0.025074301403947175,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.1434374828898582
          },
          {
            "label": "Attention",
            "value": 0.2969223776925355
          },
          {
            "label": "Credibility",
            "value": 0.2328994989378843
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.8325,
        "draw": 0.40853787038940936,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.9
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.4226876231968962,
        "draw": 0.2229643549071625,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.46663483486848417
          },
          {
            "label": "Known price / budget",
            "value": -0.16275329015190398
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.4620821421721368
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3723378050756354
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.777970158576303,
        "draw": 0.2570850894553587,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.03450921249488609
          }
        ],
        "detail": "Known merchandise and shipping: $28.80. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Technical failure",
        "probability": 0.003,
        "draw": 0.001421798369847238,
        "factors": [],
        "detail": "A failure drawn from the configured error assumption. This is not a measured defect in the live site."
      }
    ]
  },
  {
    "scenarioId": "brightbank-upfront",
    "reason": "no_interest",
    "profile": {
      "id": 0,
      "relevance": "excluded",
      "offlineOnly": false,
      "budget": 9.194340299840878,
      "affinity": 0.7023821921320632,
      "need": 0,
      "priceSensitivity": 1.3341066537433168,
      "dealSeeking": 0.5482479399332337,
      "trustNeed": 0.7048062357585878,
      "informationNeed": 0.2739580763410777,
      "familiarity": 0.019464269105810672,
      "incumbent": 0.5496467744233087,
      "novelty": 0.07526506565045565,
      "urgency": 0.20709744029096328,
      "attention": 0.05936057411599904,
      "patience": 0.5138160475820768,
      "privacyNeed": 0.5856627025059424,
      "socialProofNeed": 0.7408916122512893,
      "mobile": false,
      "preferredPayment": "card",
      "appeal": "value"
    },
    "outcome": {
      "clicked": false,
      "shoppingClick": false,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "no_interest",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "No shopping click",
        "probability": 0,
        "draw": 0.882626959704794,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.41669433621340435
          },
          {
            "label": "Attention",
            "value": 0.16394515290297562
          },
          {
            "label": "Credibility",
            "value": 0.26505737186688927
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "Structural category exclusion: shopping probability is exactly zero."
      },
      {
        "stage": "instagram: incidental attention",
        "action": "Ignore",
        "probability": 0.0006705638658300507,
        "draw": 0.4637262459145859,
        "factors": [],
        "detail": "A separate nonshopping click channel can earn attention without creating product interest."
      }
    ]
  },
  {
    "scenarioId": "brightbank-upfront",
    "reason": "purchased",
    "profile": {
      "id": 339,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 37.908710897452444,
      "affinity": 0.784182540490292,
      "need": 0.6433751036878675,
      "priceSensitivity": 1.370700408831921,
      "dealSeeking": 0.30191599719013273,
      "trustNeed": 0.7267489804886282,
      "informationNeed": 0.5902518116310238,
      "familiarity": 0.04236376638291404,
      "incumbent": 0.6147188463946804,
      "novelty": 0.7073646337958053,
      "urgency": 0.47718849378870803,
      "attention": 0.821385232382454,
      "patience": 0.45552799730212423,
      "privacyNeed": 0.67306412498001,
      "socialProofNeed": 0.635636941168923,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": true,
      "reason": "purchased",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 5,
      "stepsCompleted": 5,
      "revenue": 35.75,
      "contribution": 15.04
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.1036902760058167,
        "draw": 0.03386009286623448,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.7917188796098343
          },
          {
            "label": "Attention",
            "value": 0.4199854380805044
          },
          {
            "label": "Credibility",
            "value": 0.2698847757074982
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.8325,
        "draw": 0.0650782206794247,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.9
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.5957427878120782,
        "draw": 0.06231204804498702,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2222314107161947
          },
          {
            "label": "Known price / budget",
            "value": -1.138129362162191
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.573424078637152
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.2630688538279399
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.5639011500170454,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.30191599719013273
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.824579258588206,
        "draw": 0.5232735722092912,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.061660879433446156
          }
        ],
        "detail": "Known merchandise and shipping: $35.75. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Complete step",
        "probability": 0.9739147864205793,
        "draw": 0.4831863403087482,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.1742064486313029
          },
          {
            "label": "Accumulated effort",
            "value": -0.031357160753634525
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "2 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Complete step",
        "probability": 0.9668055346112135,
        "draw": 0.13519831269513816,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3580910332976782
          },
          {
            "label": "Accumulated effort",
            "value": -0.09581354674721661
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "5 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: final charges",
        "action": "Accept final total",
        "probability": 0.9405540160433162,
        "draw": 0.32525165111292154,
        "factors": [
          {
            "label": "Late shipping surprise",
            "value": 0
          },
          {
            "label": "Final total",
            "value": 38.25
          },
          {
            "label": "Budget",
            "value": 37.908710897452444
          }
        ],
        "detail": "Taxes are passed through and excluded from merchant revenue. Charges are checked once when disclosed."
      },
      {
        "stage": "Choose shipping",
        "action": "Complete step",
        "probability": 0.974377892260395,
        "draw": 0.40722419635858387,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.07742508828057908
          },
          {
            "label": "Accumulated effort",
            "value": -0.10975006263772083
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "1 required fields; 3 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Checkout: payment",
        "action": "Use preferred payment",
        "probability": 1,
        "draw": 0.27059316949453205,
        "factors": [],
        "detail": "Preferred method: card. Availability here is configured, not verified against a live processor."
      },
      {
        "stage": "Card payment",
        "action": "Complete step",
        "probability": 0.9661153889497269,
        "draw": 0.14687809336464852,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3097003531223163
          },
          {
            "label": "Accumulated effort",
            "value": -0.16549612619973775
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "4 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Review order",
        "action": "Complete step",
        "probability": 0.9725795041309232,
        "draw": 0.6091312147909775,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.07742508828057908
          },
          {
            "label": "Accumulated effort",
            "value": -0.17943264209024198
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "1 required fields; 3 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Order",
        "action": "Purchase",
        "probability": 1,
        "draw": null,
        "factors": [
          {
            "label": "Merchandise and shipping revenue",
            "value": 35.75
          },
          {
            "label": "Contribution before advertising",
            "value": 15.04
          }
        ],
        "detail": "Simulated order under the frozen model and inputs. This is not a real transaction."
      }
    ]
  },
  {
    "scenarioId": "brightbank-upfront",
    "reason": "price",
    "profile": {
      "id": 83,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 18.932642211685785,
      "affinity": 0.04887268866878003,
      "need": 0.6571274042595178,
      "priceSensitivity": 1.4968728822562996,
      "dealSeeking": 0.26315170793662557,
      "trustNeed": 0.637819560954813,
      "informationNeed": 0.5505403579236008,
      "familiarity": 0.05988342316122726,
      "incumbent": 0.2976554326014593,
      "novelty": 0.21614828880410641,
      "urgency": 0.48845739410026,
      "attention": 0.8332561712013558,
      "patience": 0.6758389040071052,
      "privacyNeed": 0.5468485403223895,
      "socialProofNeed": 0.6712537428946235,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": false,
      "checkout": false,
      "bought": false,
      "reason": "price",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10460466269174387,
        "draw": 0.07825986144598573,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.8089092553243971
          },
          {
            "label": "Attention",
            "value": 0.42397407352365546
          },
          {
            "label": "Credibility",
            "value": 0.25032030341005884
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Leave: outside budget",
        "probability": 0,
        "draw": null,
        "factors": [
          {
            "label": "Known cost",
            "value": 35.75
          },
          {
            "label": "Budget",
            "value": 18.932642211685785
          }
        ],
        "detail": "The consumer only knows charges disclosed by this stage."
      }
    ]
  },
  {
    "scenarioId": "brightbank-upfront",
    "reason": "discount_search",
    "profile": {
      "id": 288,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 129.78109150652918,
      "affinity": 0.24447814433369786,
      "need": 0.7093232191633433,
      "priceSensitivity": 1.1190550243797095,
      "dealSeeking": 0.42673874822082514,
      "trustNeed": 0.6379363569198176,
      "informationNeed": 0.5199036965286359,
      "familiarity": 0.038434234040323645,
      "incumbent": 0.9556144316447899,
      "novelty": 0.008786536869592965,
      "urgency": 0.48838064617011695,
      "attention": 0.9034667398082092,
      "patience": 0.6310792507661971,
      "privacyNeed": 0.789723775035236,
      "socialProofNeed": 0.6706362392636948,
      "mobile": true,
      "preferredPayment": "card",
      "appeal": "practical"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": false,
      "bought": false,
      "reason": "discount_search",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": true,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 0,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.07731320210282228,
        "draw": 0.02493580535519868,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.45599919669679356
          },
          {
            "label": "Attention",
            "value": 0.4475648245755582
          },
          {
            "label": "Credibility",
            "value": 0.25034599852235984
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.6183413763644502,
        "draw": 0.5241659429157153,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.3244509897031821
          },
          {
            "label": "Known price / budget",
            "value": -0.3403464879020546
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.5534313983587081
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3333299120538706
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart: discount",
        "action": "No usable code found",
        "probability": 0.25,
        "draw": 0.7038398763397709,
        "factors": [
          {
            "label": "Deal seeking",
            "value": 0.42673874822082514
          },
          {
            "label": "Coupon emphasis",
            "value": 0.82
          }
        ],
        "detail": "Discount searching can succeed, lead to deferral, or lose the sale."
      }
    ]
  },
  {
    "scenarioId": "brightbank-upfront",
    "reason": "form_friction",
    "profile": {
      "id": 647,
      "relevance": "active",
      "offlineOnly": false,
      "budget": 48.244762429013115,
      "affinity": 0.984221622464247,
      "need": 0.6775281560141593,
      "priceSensitivity": 1.2501000495770391,
      "dealSeeking": 0.27948341585417047,
      "trustNeed": 0.7330725583247841,
      "informationNeed": 0.5518641662225127,
      "familiarity": 0.06766586898593233,
      "incumbent": 0.9258960051229224,
      "novelty": 0.3580441930098459,
      "urgency": 0.45052798460237686,
      "attention": 0.7182473837165162,
      "patience": 0.47448450343799775,
      "privacyNeed": 0.6447339759208262,
      "socialProofNeed": 0.6338883686927148,
      "mobile": true,
      "preferredPayment": "wallet",
      "appeal": "design"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "form_friction",
      "informationSought": false,
      "informationRecovered": false,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 2,
      "stepsCompleted": 1,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.10587237198020318,
        "draw": 0.03895317215938121,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": 0.834410195017699
          },
          {
            "label": "Attention",
            "value": 0.3853311209287494
          },
          {
            "label": "Credibility",
            "value": 0.2712759628314525
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.6775660318609098,
        "draw": 0.08602944517042488,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": 0.2751686418219469
          },
          {
            "label": "Known price / budget",
            "value": -0.8664243016091234
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.5888328846556832
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3582904705333347
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.8280911216635959,
        "draw": 0.7430027927039191,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.06564174572197957
          }
        ],
        "detail": "Known merchandise and shipping: $35.75. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Complete step",
        "probability": 0.974433125197852,
        "draw": 0.739562364644371,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.1697706261955085
          },
          {
            "label": "Accumulated effort",
            "value": -0.03055871271519153
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "2 required fields; 8 seconds of configured waiting. The consumer's patience and device affect effort."
      },
      {
        "stage": "Delivery address",
        "action": "Abandon checkout",
        "probability": 0.9676589028160621,
        "draw": 0.9956491048214957,
        "factors": [
          {
            "label": "Step effort",
            "value": -0.3489729538463231
          },
          {
            "label": "Accumulated effort",
            "value": -0.09337384440752969
          },
          {
            "label": "Step clarity",
            "value": 0.286
          }
        ],
        "detail": "5 required fields; 12 seconds of configured waiting. The consumer's patience and device affect effort."
      }
    ]
  },
  {
    "scenarioId": "brightbank-upfront",
    "reason": "technical_error",
    "profile": {
      "id": 20220,
      "relevance": "dormant",
      "offlineOnly": false,
      "budget": 202.06440349916795,
      "affinity": 0.08275051170494407,
      "need": 0.1989452678267844,
      "priceSensitivity": 0.9771739744568602,
      "dealSeeking": 0.7699544188458349,
      "trustNeed": 0.5586340860812925,
      "informationNeed": 0.4250440353318118,
      "familiarity": 0.06719250801252201,
      "incumbent": 0.38734120375011116,
      "novelty": 0.19229015393648297,
      "urgency": 0.23246616806951353,
      "attention": 0.45512612408492714,
      "patience": 0.32623434521374295,
      "privacyNeed": 0.5861147167044691,
      "socialProofNeed": 0.3977399643510581,
      "mobile": false,
      "preferredPayment": "bnpl",
      "appeal": "value"
    },
    "outcome": {
      "clicked": true,
      "shoppingClick": true,
      "cart": true,
      "checkout": true,
      "bought": false,
      "reason": "technical_error",
      "informationSought": true,
      "informationRecovered": true,
      "couponSought": false,
      "couponFound": false,
      "discountApplied": false,
      "stepsReached": 1,
      "stepsCompleted": 0,
      "revenue": 0,
      "contribution": 0
    },
    "events": [
      {
        "stage": "instagram: shopping interest",
        "action": "Click to investigate product",
        "probability": 0.03882460029343549,
        "draw": 0.025074301403947175,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -4.1
          },
          {
            "label": "Platform and intent",
            "value": 0
          },
          {
            "label": "Product relevance and need",
            "value": -0.1434374828898582
          },
          {
            "label": "Attention",
            "value": 0.2969223776925355
          },
          {
            "label": "Credibility",
            "value": 0.2328994989378843
          },
          {
            "label": "Visible price",
            "value": 0
          }
        ],
        "detail": "The same preferences continue into the product page. The random draw represents variation under this model."
      },
      {
        "stage": "Product information",
        "action": "Find useful answer",
        "probability": 0.8325,
        "draw": 0.40853787038940936,
        "factors": [
          {
            "label": "Information gap",
            "value": 0
          },
          {
            "label": "Answer access",
            "value": 0.9
          }
        ],
        "detail": "A bounded information detour. Searching is not automatically a successful answer or a purchase."
      },
      {
        "stage": "Product page",
        "action": "Add to cart",
        "probability": 0.41387263912917244,
        "draw": 0.2229643549071625,
        "factors": [
          {
            "label": "Baseline propensity",
            "value": -1.7
          },
          {
            "label": "Current need relative to neutral",
            "value": -0.46663483486848417
          },
          {
            "label": "Known price / budget",
            "value": -0.19898202978235874
          },
          {
            "label": "Unanswered information",
            "value": 0
          },
          {
            "label": "Trust and evidence",
            "value": 0.4620821421721368
          },
          {
            "label": "Page usability",
            "value": 0.196
          },
          {
            "label": "Ad-to-page match",
            "value": 0.5219999999999999
          },
          {
            "label": "Existing alternative",
            "value": -0.3723378050756354
          }
        ],
        "detail": "The add-to-cart decision uses only this consumer's preferences and the information visible so far."
      },
      {
        "stage": "Cart",
        "action": "Start checkout",
        "probability": 0.777970158576303,
        "draw": 0.2570850894553587,
        "factors": [
          {
            "label": "New shipping charge",
            "value": 0
          },
          {
            "label": "Delivery fit",
            "value": 0
          },
          {
            "label": "Unresolved information",
            "value": 0
          },
          {
            "label": "Cart effort",
            "value": 0.03450921249488609
          }
        ],
        "detail": "Known merchandise and shipping: $35.75. Tax and any late shipping are not assumed known yet."
      },
      {
        "stage": "Contact details",
        "action": "Technical failure",
        "probability": 0.003,
        "draw": 0.001421798369847238,
        "factors": [],
        "detail": "A failure drawn from the configured error assumption. This is not a measured defect in the live site."
      }
    ]
  }
]