# Working Notes

## Audience

The audience is a marketing manager who wants a practical first-pass campaign brief. They need direction fast, but they do not want a generic list of social media tips.

## Campaign Context

- Offer: an AI productivity workshop or workplace AI enablement offer.
- Market: Thailand.
- Output language: English.
- Main job: choose a simple channel angle, message angle, and sales follow-up direction from public audience signals.

## Business Questions

- Which platforms have broad enough reach to support awareness content?
- Which platforms show growth signals that might justify testing content?
- Which figures need careful wording because ad-reach data is not the same as monthly active users?
- What should the content team create first if time is limited?
- What should sales ask after a prospect engages with the campaign?

## Source Context

- Main source: DataReportal Digital 2026 Thailand public report page.
- Optional enrichment source: Google Trends export workflow for search-interest CSVs.
- The packaged CSV is a small classroom extract, not a mirror of the report.
- DataReportal notes that its Digital 2026 reports were published at the end of 2025 and many values reflect latest available data in October 2025.

## Field Notes

- `platform`: platform or high-level digital signal.
- `audience_million`: reported audience or user figure in millions.
- `basis`: what the source says the number represents.
- `reach_population_percent`: percentage of Thailand's total population when the source gives it.
- `reach_internet_percent`: percentage of Thailand's internet user base when the source gives it.
- `yearly_change_million`: reported change from late 2024 to late 2025 or October 2024 to October 2025, when available.
- `yearly_change_percent`: reported percentage change over the same period, when available.
- `quarterly_change_million`: reported change from July 2025 to October 2025, when available.
- `quarterly_change_percent`: reported percentage change over the same period, when available.

## Reporting Rules

- Write learner outputs in English unless the slide prompt says otherwise.
- Do not claim that ad-reach numbers equal active users or guaranteed campaign performance.
- Keep creative recommendations grounded in the data, but make assumptions explicit.
- Avoid copying report wording into the final output.
- Include a short caveat section for platform data limits.
- End with concrete next actions for marketing and sales.

## Suggested Output Shape

1. Campaign objective.
2. Channel-priority table.
3. Content angles.
4. Sales follow-up idea.
5. Data caveats and test questions.
