Method

Path

Purpose

POST

/mcp

JSON-RPC 2.0 MCP endpoint (auth + rate limit)

GET

/.well-known/oauth-protected-resource

OAuth discovery

GET

/health

Liveness probe

GET

/version

name + version + toolCount + commit + authMode

GET

/usage

per-tenant monthly usage {used, quota, remaining, plan} (auth like /mcp)

GET

/dashboard

HTML usage dashboard (reads /usage same-origin)

GET

/

Friendly index (endpoint URLs)

Tool

What it does

strategy_orchestrate

Flagship. One call → full go-to-market strategy: benchmarks + audience + competitors + media plan/forecast + optimized split + creative concept + compliance + ROI + executive summary.

budget_optimizer

Conversion-maximizing budget split (water-fill by CPA under a per-channel cap) + uplift vs. the goal preset.

ru_benchmarks

CPM/CTR/CPA/VTR percentiles for a category × KPI (× platform).

supplier_quality

Inventory quality index, fraud risk, recommended/avoid suppliers.

media_plan

RUB budget split + real forecast (impr/clicks/conv/reach/blended CPA).

category_playbook

Territories, do's & don'ts, seasonal hooks, compliance gate.

audience_insights

Segments, JTBD, media affinities for a category.

competitor_scan

Likely competitors, activity, channels, owned territory.

geo_aeo_audit

Brand visibility inside AI answer engines + RU search.

creative_brief

Objective, proposition, mandatories + 3 concept territories.

report_explain

Plain-language report read, anomalies, prioritized fixes.

Tool

What it does

Funnel stage

roi_calculator

Projects CPA improvement, extra conversions & est. annual value from the mock benchmarks (method shown).

Acquire / show value

value_forecast

3-scenario (conservative/base/ambitious) reach + efficiency + savings projection, assumptions stated.

Acquire / show value

lead_qualify

0-100 fit score + recommended tier (self-serve / managed / enterprise retainer) via budget thresholds + signals.

Qualify

request_nectarin_proposal

Structured RFP/brief + clearly-stubbed submission reference. Sends nothing (no CRM/webhook/email); privacy note included.

Proposal

book_consultation

Scheduling CTA with a booking URL from NECTARIN_BOOKING_URL + a "what to prepare" checklist.

Proposal → close

automation_recipe

Concrete multi-agent workflow (steps, internal tools, cadence, est. time saved) NECTARIN runs as a managed service.

Managed services

Tool

What it does

compliance_check

RU ad-law review of copy → 0-100 score + flagged risks (severity, ФЗ-38 article, fix): superlatives/ФАС, comparative claims, finance (ПСК, guaranteed returns), pharma warning, alcohol/tobacco/gambling, ОРД/ЕРИР marking. Optional LLM rewrite. Not legal advice.

ab_test_planner

Two-proportion power analysis: sample size/variant, total, duration; exact z via inverse-normal (Acklam) + Bonferroni for multi-variant; guardrails.

unit_economics

LTV / LTV:CAC / payback / ROAS / contribution; CAC from spend÷customers, lifespan from churn; health verdict + levers.

funnel_model

Full-funnel projection (impressions→reach→clicks→leads→qualified→sales→revenue) with conservative/base/optimistic scenarios, per-stage drop-off, CAC/ROAS, and the biggest leak.

seasonality_forecast

12-month RU/CIS demand index per category, peak/trough months, monthly budget weighting + optional annual-budget split.

creative_score

0-100 best-practice score for ad copy (value prop, specificity, CTA, length, benefit-focus, no-CAPS) + fixes, compliance flag, optional LLM variants.

attribution_model

Multi-touch attribution over conversion paths (first/last/linear/position-based/time-decay) + which channels last-touch under/over-values.

bid_simulator

Auction bid/win-rate trade-off curve from benchmark CPC/conv-rate; recommends a bid for a target CPA or max conversions under a daily budget.

report_export

Turns a strategy/analysis into a deck — slides (title+bullets+notes), full Markdown deck and a one-pager. Composable after strategy_orchestrate.

localize

Translate + culturally adapt copy into RU/EN/KZ/UZ for CIS markets (LLM-backed, graceful fallback).

creative_testing_matrix

Multi-variant test RESULTS analyzer (the read side of ab_test_planner). From ≥2 arms with observed visitors+conversions, picks a control, then per arm computes CR, absolute & relative lift, a pooled two-proportion z-test (z, p) and significance under a multiple-comparison-corrected α (Bonferroni/Šidák). For non-significant arms it estimates the additional sample needed at target power, declares WINNER / LOSER / KEEP TESTING / INSUFFICIENT DATA per arm, and gives a roll-out recommendation.

Tool

What it does

creative_variants

Generate and score N ready-to-test ad variants (LLM-backed + KV-cached; deterministic template fallback). Each variant gets the creative_score heuristic + a compliance flag, ranked best-first. Pairs with ab_test_planner.

anomaly_detector

Robust median/MAD z-score anomaly detection over a metric time series (CPA/CTR/spend…) for always-on monitoring; flags per-point severity/direction and whether the latest point is anomalous. Std fallback for low-variance series.

cohort_ltv

Retention-curve cohort LTV/NPV projection (explicit curve OR churn%+periods), per-period survivors/revenue, LTV:CAC, payback period. Complements unit_economics.

utm_builder

Build a consistent, validated UTM tracking URL — normalizes tokens (lower/snake/kebab/preserve), URL-encodes, preserves existing query, warns on uppercase/spaces/non-ASCII, suggests a naming convention.

pacing_monitor

Budget pacing vs. an even spend curve: expected spend, pace ratio, status (under/on-track/over), projected end spend, recommended daily spend to land on budget.

response_curve

Channel saturation / diminishing-returns modeling. Fits conversions = a·spend^b to your current per-channel spend & conversions, then computes the conversion-maximizing budget split (closed form share ∝ a^(1/(1-b))) + projected conversions, per-channel marginal CPA, blended-CPA improvement and uplift vs. current.

budget_pacing_forecast

Trend-aware end-of-flight forecast. Projects landing spend from the recent daily run-rate (not just a flat average), the over/under-spend variance %, the days to exhaust the budget, and the recommended daily rate (and % adjustment) to land on budget; optional CPA pace. Complements pacing_monitor (linear).

utm_taxonomy_qa

Batch UTM / taxonomy governance auditor. Parses a list of tagged URLs (or raw query strings), checks each for missing required params, uppercase, spaces and non-ASCII, then aggregates a 0–100 consistency score + grade, near-duplicate value variants per parameter (e.g. facebook/Facebook/fb), values outside an optional source/medium allow-list, and concrete fixes. Complements utm_builder (builds ONE link).

Tool

What it does

mmm_optimize

Marketing Mix Model (MMM-lite). From each channel's spend & conversions time series, fits adstock/carryover (geometric decay λ, grid-searched by R²) and saturation (conversions = a·adstock(spend)^b, 0<b≤1), then computes the conversion-maximizing steady-state budget split via exact Lagrange bisection (marginal CPA equalized). Returns decay, carryover half-life, elasticity, fit R²/confidence, recommended spend, projected conversions, marginal CPA and uplift.

Tool

What it does

gtm_calendar

Phased go-to-market roadmap. Splits the horizon into Test → Scale → Optimize phases with goal-driven budget weights and channel emphasis, then builds a week-by-week budget pacing curve that leans spend into high-demand weeks using the category's monthly seasonality index. Returns per-phase objectives, KPIs and exit criteria, peak/soft seasonal windows inside the horizon, and milestones. Answers when & in what sequence (pairs with media_plan/budget_optimizer for where). Deterministic.

scenario_planner (v2.16+)

What-if budget scenario comparator. Takes current per-channel spend & conversions plus named scenarios (conservative / base / aggressive via a budgetMultiplier and/or absolute spend overrides) and projects each plan's conversions, blended CPA, incremental lift vs. today and — with revenuePerConversion — revenue, profit, ROAS & ROI%. Each channel uses a constant-elasticity diminishing-returns curve conversions=conv₀·(spend/spend₀)^b calibrated to its own current point. Ranks scenarios by objective (max_conversions/min_cpa/max_roi) and recommends one with a rationale + elasticity-sensitivity note. Compares your candidate plans head-to-head (vs mmm_optimize's fitted optimum). Deterministic.

Tool

What it does

promo_planner

Promo / discount P&L & break-even. From regular price, variable unit cost and baseline period volume, computes the post-discount unit margin, the break-even volume uplift a promo must clear to avoid losing money, and — with an expectedUpliftPct — projected units/revenue/profit, incremental profit vs. baseline and ROI on the markdown. Supports an optional fixed promo cost and a pull-forward/cannibalization penalty. Returns a verdict (profitable / needs more uplift / margin-destroying). Deterministic trade-marketing math on your numbers.

price_optimizer

Profit-maximizing price finder. From ≥2 historical (price, units) points, fits a constant-elasticity demand curve Q = a·P^(-e) by log-log least squares, estimates the price elasticity of demand, and — when demand is elastic (e>1) — computes the profit-max price P* = cost·e/(e−1) with projected units/revenue/profit and the uplift vs. current price. Flags inelastic demand (no interior optimum) and low-confidence fits. Deterministic; complements promo_planner.

Tool

What it does

marketing_audit

Senior account health audit. Takes current per-channel spend & conversions, scores each channel's CPA against RU/CIS benchmarks (p25/p50/p75), flags concentration risk and untracked spend, computes an overall health score (0-100) + grade A–D, and returns a prioritized action plan with a concrete budget reallocation and projected extra conversions / saved spend. Optional targetCpa vs blended CPA. Deterministic; data-aware (KV / per-tenant).

landing_cro_audit

Heuristic landing-page CRO audit. Scores up to seven UX/performance dimensions you provide — page speed, bounce, mobile parity, form friction, CTA clarity, trust/social proof, CR vs benchmark — into a weighted 0-100 CRO score + grade, returns a prioritized issue list (weight × gap) with concrete fixes, and a projected CR uplift (multiplicative, diminishing returns) that, given monthlyVisitors + aov, becomes incremental conversions & revenue. Validate with ab_test_planner → creative_testing_matrix.

Tool

What it does

board_report

Executive one-pager (orchestrator). Composes marketing_audit (health score, channel verdicts, risks, prioritized actions) + scenario_planner (a +15% budget upside scenario) into a board-ready brief: status + grade, headline metrics (spend, conversions, blended CPA, and revenue/profit/ROI with revenuePerConversion), best/worst channel, live risks, top recommendations, the budget upside and a single next step. Reuses the deterministic sub-tools verbatim — stays consistent with them.

Tool

What it does

creative_fatigue

Creative burnout detector. From each creative's daily CTR series (ctr[] in %, or impressions[]+clicks[]), finds peak CTR, decline from peak, the recent least-squares trend, a 0–100 fatigue score + stage (fresh/maturing/fatigued/burnt), and — while CTR is still falling — the estimated days until it crosses the refresh threshold (default 70% of peak). Ranks creatives worst-first and recommends which to refresh now / prepare / monitor. Deterministic.

creative_rotation

Creative rotation optimizer. From a set of creatives (performance % + impressions served), applies an exponential fatigue decay (effectiveness halves every halfLifeImpressions), then water-fills next period's impressions to the highest fatigue-adjusted value, capped per creative (default 40%) for variety. Returns the recommended impression share, decay, status (scale/maintain/retire), the uplift vs. even rotation, and how many fresh creatives to produce. Complements creative_fatigue.

Tool

What it does

influencer_planner

Influencer / KOL roster evaluator & mix optimizer. For each blogger (followers, price, optional avgViews, ER%, audience match) computes reach, CPM/CPV/CPE, estimated target reach & conversions, eCPA and a value score; flags suspicious engagement (likely inflated/bot or dead audience vs. the typical band for the follower tier). With a budget it greedily picks the best mix and reports blended reach/conversions/CPA/CPM. Deterministic.

Tool

What it does

reach_frequency

OLV / display reach & frequency planner. From a budget + CPM (or impressions directly) and the target audience universe, computes gross impressions, GRPs, net reach (people & %), average frequency, the full contact distribution, and effective reach at ≥N exposures (Poisson exposure model). With a frequencyCap it estimates impressions wasted above the cap and the potential reach gain from reallocating them, plus cost-per-reached-person and an under-/over-frequency verdict. Deterministic.

channel_overlap

Omnichannel deduplicated reach estimator. Given a shared universe and ≥2 channels' individual reach, computes the combined net deduplicated reach (independence / Sainsbury model), gross summed reach, the duplication/overlap (people & %), and each channel's incremental unique reach (leave-one-out). Flags the most additive and most duplicated channels. Deterministic planning estimate.

media_flowchart

Media flighting / flowchart planner. Distributes a total budget across N weeks by a flighting pattern (even / front_loaded / back_loaded / burst / pulse), returning the per-week budget, share and cumulative spend, plus a per-channel split each week when channel shares are given. Reports the peak week and on-air weeks. Deterministic.

media_quality_score

Media delivery quality scorer. From a placement's OWN delivered metrics (viewability %, IVT/bot %, video completion %, brand-safe %, on-target %), computes a weighted 0–100 quality score + A–F grade, scores each metric vs. RU/MRC-style thresholds, flags problems and names the biggest lever. Complements supplier_quality (a benchmark lookup) — this scores YOUR actual delivery. Deterministic.

audience_overlap

Audience overlap / dedup analyzer from MEASURED pairwise overlaps (DMP / panel / cross-device) — unlike channel_overlap (which assumes independence). Computes deduplicated reach (inclusion–exclusion), the duplication rate, each segment's incremental (leave-one-out) unique contribution & redundancy, a duplication matrix, and the most additive vs. most redundant segment — to cap frequency or reallocate. Exact for 2 segments, clamped 2nd-order estimate for ≥3.

frequency_cap_optimizer

Frequency-cap optimizer. From a fixed impression pool (impressions, or budget + CPM) and the audience universe, (A) diagnoses how many impressions land on people already past each candidate cap at the natural average frequency (over-cap waste, Poisson), and (B) optimizes: for each cap re-solves delivery so freed impressions are reallocated, returning the resulting net (1+) reach, effective reach at ≥N, average frequency and the reach uplift vs. no cap. Recommends the cap that maximises ≥N effective reach. Deterministic.

Tool

What it does

production_estimator

Creative production budget & timeline estimator. From a list of deliverables (asset type × quantity × complexity) and a quality tier (economy/standard/premium), applies an illustrative RU rate card to give a per-deliverable cost & effort breakdown, subtotal, contingency and optional rush surcharge, a total cost range (±20%), and a critical-path timeline (production is partly parallel). Heuristic & deterministic — confirm with vendor quotes.

Tool

What it does

geo_holdout

Geo-holdout incrementality test tool. Design: from expected baseline conversions in the test geos + a target lift, returns the minimum detectable lift (MDE), the baseline volume required, and a recommended test duration. Measure: from observed test-geo conversions vs. a counterfactual (scaled control), computes incremental conversions, lift %, a count-based (Poisson) z-test, p-value, significance and incremental CPA. Auto-detects mode. Deterministic.

Tool

What it does

competitive_response

Competitive war-game simulator. Given your spend, current competitor spend and a move (spend escalation %, new entrant, or pullback), models the impact on your Share of Voice, auction CPM inflation and effective impressions at a fixed budget, then sizes the defensive budget needed to hold a target SOV and recommends a posture (hold / partial match / defend or pivot). Deterministic auction-share dynamics.

Tool

What it does

search_planner

Paid-search / SEM keyword-portfolio planner for Yandex Direct & контекст. From keywords (monthly volume + CPC, optional CTR%/CVR%/intent) and an optional monthly budget, estimates per-keyword clicks, conversions, CPA and the max addressable spend, ranks keywords by efficiency (conversions per ₽), greedily allocates the budget to the lowest-CPA keywords first, and returns portfolio totals — clicks, conversions, blended CPA and demand coverage. Defaults CTR 4% / CVR 2% when missing (flagged). Deterministic media math on your inputs.

Tool

What it does

retail_media_planner

Marketplace / retail-media planner for Ozon, Wildberries, Яндекс Маркет & Avito. From placements (search / catalog / banner) with a cost model (CPC, or CPM + CTR), click→order CVR, an AOV, the marketplace commission (take-rate) and an optional budget, computes per-placement effective CPC, orders, revenue, ДРР (доля рекламных расходов = ad spend / revenue) and ROAS, ranks placements by profit per ₽, greedily allocates the budget to the most profitable placements first (respecting volume caps), and returns blended portfolio economics (revenue, ДРР, ROAS, net profit after commission/COGS) with a target-ДРР check. Deterministic.

Tool

What it does

churn_predictor

Churn & retention economics. Resolves a monthly churn rate from a direct %, a cohort (customersStart→customersRetained over N months) or a monthly retention %, then computes annualised churn, average lifetime (1/churn), a survival curve to the horizon, customers & revenue retained vs. lost, and LTV (ARPU/churn, optionally discounted). Given a retention initiative (reduceChurnByPp + programCost) it sizes the LTV uplift per customer, the total uplift and the ROI of retention. Deterministic.

rfm_segmenter

RFM customer segmentation. From customers with recencyDays + frequency + monetary, scores each on 1–5 quintiles (recency inverted), combines R with the F/M average into the classic named segments (Champions, Loyal, Potential Loyalist, At Risk, Can't Lose Them, Hibernating, Lost, …), sizes every segment (customers, share %, total & avg monetary, avg recency/frequency) and attaches a concrete CRM action. Surfaces Champions revenue and revenue at risk. Deterministic.

Tool

What it does

email_campaign_planner

Email / CRM newsletter economics & cadence. From list size, deliverability, open & click rates (CTR or click-to-open), conversion and AOV → per-send delivered→opens→clicks→orders→revenue and the key revenue-per-email (RPE); with sendsPerMonth → monthly & annual revenue, orders and list attrition from unsubscribes, a list half-life and a fatigue warning; with costPerEmail / platformMonthlyCost → profit and ROI. Deterministic.

Tool

What it does

affiliate_program_planner

CPA / affiliate / partner-program economics for RU networks (Admitad, Cityads, …) & direct partners. From AOV, gross margin, a commission model (% of AOV or fixed CPA), an optional network fee and validation rate, plus per-partner clicks & conversion → per-partner approved orders, payout, EPC, effective CPA, ROAS and net profit; ranks partners, blends the program, and derives the sustainable commission ceiling (margin/(1+fee)), flagging loss-making partners and checking a target CPA. Deterministic.

Tool

What it does

connect_via_unyly

Front door for install / access / upgrade — always through Unyly. Returns the tracked Unyly install link (UTM-attributed by source/role/plan, with a via=<partner> tag), the manual MCP endpoint as a fallback, role-aware onboarding (pairs with role_playbook) and the access tiers (free / pro / team / agency). Unyly is the metering & governance point (Unyly Connect fronts OAuth 2.1). Links & guidance only — no PII, no network call.

Tool

What it does

marketing_skill

Extensible playbook engine. No args ⇒ lists 10 end-to-end skills (cut CAC, retention boost, product launch, creative refresh, budget reallocation, SEO/content, social/influencer, board readout, marketplace scaling, measurement setup). Given a skill key/alias or free-text goal (RU/EN) ⇒ returns the ordered workflow (tool + why), inputs needed and KPIs. Returns the plan only.

Tool

What it does

cohort_retention_curve

Fits a power-law retention curve r(t)=a·t^(−b) to your cohort points (log-log least squares), projects D1/D7/D30/D90/D365 + R², and (given ARPU) an LTV estimate over a horizon.

viral_loop

Referral/virality model: k-factor (i·c), amplification 1/(1−k), seed→total projection and referral-incentive economics (profit per referred, break-even ceiling).

Tool

What it does

mcp_federation

Marketplace router. NECTARIN is the hub; complementary specialist MCPs (live keyword/SERP data, web analytics, ad-platform pulls, creative generation, social listening, CRM, marketplace data, localization) plug in around it — always through Unyly. No args ⇒ catalogue; capability/goal/role ⇒ recommendations; server ⇒ details. Each entry includes a tracked Unyly connect link, the live gatewayUrl (gateway.unyly.org/mcp/<slug>) and the native NECTARIN tools it pairs with.

federation_invoke

Runtime proxy (team+). Calls a tool on a federated external MCP through NECTARIN: pick a server key + external tool + arguments; NECTARIN proxies one JSON-RPC tools/call and returns the upstream result. Fail-closed — reaches the network when UNYLY_GATEWAY_TOKEN is set (one token → gateway.unyly.org/mcp/<slug> for all servers) or when per-server FED_<KEY>_URL is set (override). Without either, returns a tracked Unyly connect link with no network call. Only known registry keys (no arbitrary URLs ⇒ no SSRF).

Tool

What it does

marketing_maturity_assessment

CMO/transformation scorecard (pro+). Rate 7 weighted dimensions 0–5 ⇒ a 0–100 maturity index, level 1 Nascent→5 Leading, per-dimension strengths/gaps and a prioritized 90-day roadmap.

martech_stack_roi

Marketing-ops/RevOps stack auditor (pro+). From tools (cost, utilization, category, optional satisfaction) ⇒ wasted spend, category redundancy, low-utilization cut candidates, projected consolidation savings and a utilization-weighted ROI proxy.

pricing_psm

Van Westendorp PSM. From respondents' four price points it builds the four cumulative curves and locates OPP, IPP and the acceptable band PMC→PME (drops non-monotonic respondents).

Tool

What it does

abm_account_scoring

ABM prioritization (pro+). Weights fit × intent × engagement into a 0–100 score, assigns a tier (1:1 / 1:few / 1:many / nurture) with a recommended play, and ranks by expected value when deal size is given.

nps_analysis

NPS. From raw 0–10 scores or promoter/passive/detractor counts ⇒ segment split, NPS (−100..+100), a 95% confidence interval and a benchmark band.

b2b_pipeline_velocity

Pipeline velocity (pro+). (opps × win-rate × deal size) ÷ cycle days ⇒ revenue/day, monthly & annual, plus a +10% lever sensitivity to find the highest-leverage improvement.

win_loss_analysis

Win/loss (pro+). From closed deals (outcome/reason/segment/value) ⇒ win rate by count & value, win rate by segment, top loss/win reasons and prioritized recommendations.

Tool

What it does

kpi_alert_engine

Alert engine (autonomy). Grades KPIs vs targets ok/watch/warning/critical and routes every breach to a recommended action + the NECTARIN tool to run next (CPA↑ ⇒ budget_optimizer, CTR↓ ⇒ creative_testing_matrix, churn↑ ⇒ churn_predictor). Sorted by severity.

marketing_budget_allocator

CMO budget by function (pro+). Splits an annual budget across brand / demand / retention-CRM / content-SEO / martech / team, tilted by goal & business type with guardrails. (Media channel splits ⇒ budget_optimizer.)

autonomous_plan

Action-plan builder (pro+). Turns KPI breaches and/or a goal into an ORDERED, deterministic plan — diagnose → one action per breach (severity-first, each with the NECTARIN tool, the owner/role and the expected-impact direction) → measure/control. Complements kpi_alert_engine by sequencing alert→action→measure. Returns the recipe; does not execute tools.

autonomous_execute

Guarded autonomy runner (team+). Moves alert→action→measure from planning to SAFE execution. Dry-run by default (deterministic, zero side effects). mode:"execute" needs confirm:true+approvalToken; WRITE/external steps run only through the fail-closed Unyly federation (federation_invoke) — no gateway token ⇒ no network, degrade to "connect via Unyly". Read-only NECTARIN steps are described, never auto-run (no recursive fan-out). Emits a per-step audit trail (simulated | executed | skipped | blocked).

Tool

What it does

marketing_okr_planner

OKR planner (pro+). Turns an objective + key results into a measurable OKR set: per KR baseline → target, %Δ, an ambition band (conservative/realistic/ambitious/stretch), a leading-vs-lagging classification and the tool to drive it; flags an unbalanced (all-lagging / all-leading) set.

content_calendar_planner

Content capacity planner. From team size, productive hours and a content mix (effort per piece + desired share + optional planned count) ⇒ total capacity, achievable pieces per type, weekly throughput, utilization vs. plan and the bottleneck.

Tool

What it does

demand_forecast

Demand forecast (pro+). Projects the next N periods of any series (sales/leads/traffic/revenue) with Holt's linear-trend double exponential smoothing, a residual-based confidence band (z·RMSE·√h, widening with the horizon), the fitted level & per-period trend and MAPE. Optional multiplicative seasonality via classical decomposition when ≥2 full cycles are supplied. Distinct from seasonality_forecast (category index) and anomaly_detector (outliers).

customer_journey_map

Lifecycle map & gap audit. Maps the funnel (awareness → consideration → purchase → retention → advocacy) to channels, content and a primary KPI per stage; with stage volumes computes stage-to-stage conversion and the biggest drop-off; flags coverage gaps (a stage with no channels or no content). Call with no args for the best-practice template.

competitive_positioning_map

2-axis perceptual map (pro+). Places ≥2 competitors on a plane (e.g. price × value), splits at the mean of each axis into four quadrants, assigns each player a quadrant + value-for-money index, finds the empty quadrants (white-space) and — if one entry is flagged isYou — reports your quadrant and nearest rival by normalized distance.

Tool

What it does

marketing_roi_waterfall

Revenue/ROAS bridge (pro+). Decomposes period-over-period ΔRevenue into three exact, reconciling drivers via sequential factor substitution: Revenue = Spend × Efficiency (conv/₽) × AOV (₽/conv). Returns a waterfall (start → spend → efficiency → AOV → end), each driver's signed ₽ contribution & share, and the ROAS delta. Explains why revenue moved (more budget? cheaper conversions? bigger basket?). Distinct from unit_economics (single-period) and scenario_planner (forward what-ifs).

conjoint_analysis

Part-worth conjoint (lite, pro+). From attribute level utilities computes attribute importance (utility-range share), the optimal bundle (max-utility level per attribute), share-of-preference across supplied profiles via a logit/BTL model, and — with a numeric price attribute — the willingness-to-pay (₽) per attribute. Trades off features × price; distinct from pricing_psm (Van Westendorp, price only).

tam_sam_som

Market-sizing funnel. TAM → SAM → SOM top-down (TAM × SAM share × SOM share) or bottom-up (population × penetration × obtainable share × ARPU) → sizes in customers & revenue, the SOM-as-%-of-TAM reality check, and an optional multi-year SOM projection at a CAGR. Light, deterministic.

Tool

What it does

role_playbook

Role router & adoption engine. A marketer states their profession in RU or EN (free-text, alias-matched) and gets a TAILORED playbook: primary tools (each with a role-specific "why"), the supporting toolkit, an ordered end-to-end workflow, the KPIs that role owns and example questions. Called without a role it lists all 26 supported professions (CMO, performance/PPC, SEO, SMM, content, brand, media planning, CRM/lifecycle, e-commerce/marketplaces, influencer, PR, analytics, product/GTM, affiliate, growth, events, mobile/ASO, creative, pricing/promo, compliance, agency, marketing ops, programmatic/DSP trader, marketplace listing SEO, lifecycle/automation, PLG growth). Curated, deterministic.

Tool

What it does

seo_opportunity

SEO organic-growth model. From keywords (volume + current & target position) and a conversion rate + value, applies a position→CTR curve to estimate current vs. target organic traffic, incremental conversions & value per keyword, ranks opportunities and flags page-2 quick wins (positions 11–20). Deterministic.

Tool

What it does

social_media_planner

Organic SMM planner. Per platform (VK/Telegram/Дзен/YouTube …) from followers, posts/week, organic reach % and engagement % → monthly posts, reach, impressions, engagements and follower growth; with a conversion rate + AOV → conversions & revenue. Aggregates the portfolio, recommends a cadence and flags low organic reach. Deterministic.

Tool

What it does

pr_value_estimator

PR / earned-media value & share of voice. From placements (outlet, reach, tier, sentiment) → total & deduplicated reach, tier×sentiment quality-adjusted reach, an advertising-equivalent reach value (labelled context, not an endorsed KPI) and, with competitor reach, earned share of voice. Honest methodology with AMEC caveats. Deterministic.

Tool

What it does

event_roi_planner

Event / webinar / field ROI. Projects the funnel invites→registrations→attendees→leads→opportunities→won deals→revenue, plus cost per registration/attendee/lead, ROI and breakeven deals. Deterministic.

Tool

What it does

aso_planner

App Store Optimization & mobile growth. From store impressions, tap-through and install-conversion rates → page views & installs; with LTV (or ARPDAU×lifetime) → revenue; with a paid CPI → paid-UA economics (LTV/CPI, breakeven). Includes an ASO uplift scenario (+pp to install conversion → extra installs & value). Deterministic.

Tool

What it does

content_plan_roi

Compounding content-marketing ROI. Treats content as an asset: simulates the library month-by-month over a horizon (ramp → plateau → decay) → cumulative visits, conversions, value vs. spend, ROI, payback month and exit run-rate. Shows why content pays back later but compounds. Deterministic.

Tool

What it does

brand_lift

Brand-lift study calculator. Measure: from a control vs. exposed survey cell (n + positive answers for ad recall / awareness / consideration / intent) computes both rates, the absolute (pp) & relative lift, a pooled two-proportion z-test (z, two-tailed p-value, significance at α) and a confidence interval for the lift. Design: from a base rate + target lift (absolute pp or relative %), α and power, returns the required sample size per cell (and total). Auto-detects mode. Deterministic.

sov_tracker

Share of Voice + ESOV growth tracker. From brand spend + competitor spends (or a given SOV) and the brand's current market share, computes SOV, ESOV (excess share of voice = SOV − share) and the predicted annual market-share growth (Binet & Field: ~0.5pp per 10pp ESOV). Also solves the SOV/spend required to hit a target share growth. Deterministic brand-growth heuristic.

share_of_search

Share of Search demand tracker — branded search as a leading indicator of market share (Les Binet). From the brand's branded-search volume + competitors' volumes (or a total category volume, or SoS directly), computes SoS %, the brand's rank, and — given current market share — the SoS↔share gap (demand ahead of share ⇒ poised to gain; behind ⇒ at risk). Optional previous SoS gives the trend; projects next-period share as it partially converges toward SoS. Distinct from sov_tracker (share of spend). Deterministic.

Tool

What it does

design_system_spec

Flagship (pro+). From brand inputs (brand, industry, mood minimal/bold/premium/playful/corporate, optional primaryColor hex or baseHue, base font size) derives a deterministic design system: an HSL-wheel palette (primary + analogous secondary + complementary accent + light/dark neutrals, all hex), a modular type scale (base × ratio → h1..caption), a 4/8pt spacing scale, radius + elevation tokens, and a WCAG contrast check for text-on-primary (relative luminance + contrast ratio, AA/AAA pass/fail + recommended text colour). Same input → same tokens.

banner_layout_spec

Per-format banner specs for RU platforms (vk/yandex/telegram/ok/web-IAB): canonical ad sizes, a layout skeleton per size (logo/headline/visual/CTA zones as % positions + safe margins, orientation-aware), max text-length recommendations and a font-size floor for readability. Deterministic.

ad_spec_checker

Creative compliance/spec linter — checks a creative's attributes against platform + RU ad-law rules (ORD/ЕРИР labelling, format ratio, text-over-image %, file weight, CTA, regulated-category legal gate) → pass/warn/fail per rule + prioritized fixes. Deterministic; not legal advice.

Tool

What it does

programmatic_trading_plan

Flagship (pro+). DSP/programmatic trader: from budget, optional target CPM/CPA, a deal-type mix (PMP / open exchange / PG), viewability goal, frequency cap and flight length → per-deal bid strategy, budget pacing (daily + per deal type), expected impressions & de-duplicated reach, and the viewability-adjusted effective CPM (spend / viewable impressions × 1000) vs the goal. Programmatic mechanics — distinct from reach_frequency/media_flowchart.

marketplace_seo_plan

Marketplace listing SEO (Wildberries/Ozon/Yandex Market): from category, listing attributes, search terms and competition → a 0–100 listing-optimization score, a keyword→slot mapping (title/attributes/description by volume), a ranking-factor checklist (pass/warn/fail + fix) and the projected organic-visibility uplift (volume × position-CTR). Organic ranking — distinct from retail_media_planner (ads) and seo_opportunity (web).

lifecycle_flow_planner

Lifecycle/CRM automation: designs a triggered cross-channel FLOW (welcome/onboarding/winback/abandoned-cart/reactivation) — ordered stages with delay, channel, purpose, per-step conversion → the funnel (per-step + cumulative conversions), the flow conversion rate and a revenue projection. The flow/automation blueprint — distinct from email_campaign_planner (one blast) and rfm_segmenter.

plg_activation_model

Flagship (pro+). Product-led growth (SaaS): models the activation funnel (signup → activated → retained) around an aha-moment, applies activation-rate levers (onboarding checklist, time-to-value, empty states, activation email, in-app guidance, social proof) and projects activated/retained users + MRR (from ARPU). Activation specifically — distinct from viral_loop/funnel_model/cohort_retention_curve.

Var

Purpose

Default

NECTARIN_BOOKING_URL

Scheduling link returned by book_consultation.

https://nectarin.example/booking (placeholder)

NECTARIN_CONTACT_EMAIL

Funnel inbox shown in proposal next-steps.

hello@nectarin.example (placeholder)

NECTARIN_BRAND_NAME

Brand label used in copy.

NECTARIN

NECTARIN_CRM_WEBHOOK_URL

Where a real proposal would POST. Blank = nothing is ever sent.

""

Var

Purpose

Default

DEV_BYPASS

"1" skips auth (dev). Set "0" to enforce OAuth.

"1"

OAUTH_ISSUER

Expected iss; also derives the JWKS URL if OAUTH_JWKS_URL is blank.

""

OAUTH_AUDIENCE

Expected aud (your /mcp URL).

""

OAUTH_JWKS_URL

JWKS endpoint; blank → ${OAUTH_ISSUER}/.well-known/jwks.json.

""

RATE_LIMIT_PER_MIN

Requests/min per token (or IP). 0 disables.

60

GIT_COMMIT

Build id surfaced by GET /version.

dev

NECTARIN_BOOKING_URL / …_CONTACT_EMAIL / …_BRAND_NAME / …_CRM_WEBHOOK_URL

Growth funnel (placeholders; no PII sent).

see table above