The DTC Vikings Commerce Framework
How end-to-end commerce engineering transforms your marketing funnel into an infinitely scalable profit engine. Engineered by DTC Vikings.
The Three Pillars
A foundational architecture designed to capture intent, map it to identity, and serve hyper-relevant creative at scale.
Identity Layer
- PostHog unique identifiers per visitor
- Identity stitching: cookies, Shopify ID, Meta Click IDs
- Server-side page view events for 100% attribution
The Result
20–40% more data flowing back into your ad account
Persona Engine
- 4 buyer personas mapped to intent levels
- Hook angles, testimonials & copy per persona
- Dynamic content swap based on detected identity
The Result
Test personas first, then test hooks — the 2026 playbook
Creative Machine
- Persona-tuned copy for every touchpoint
- Persona-specific ad scripts and video ads
- Personalized landing pages per segment
The Result
Every impression feels 1:1, conversion rates compound
Technical Infrastructure
How data flows securely and reliably across the ecosystem, bypassing ad blockers and ensuring 100% attribution.
Visitor Arrives
Client / PostHogPostHog assigns anonymous UUID to every visitor. First-party cookie set immediately.
Identity Capture
Cookie / LocalStorageUTM params + persona identification captured. Behavioral signals begin accumulating.
Form Submission
AWS LambdaCustom serverless function captures lead data with identity context intact.
5 retries + Slack alertsIdentity Stitching
Server / Client SyncShopify Customer ID passed down funnel. Anonymous visitor becomes a known buyer.
Server-Side CAPI + Event Match Quality
Node.js / Meta APIServer-side page view events sent to Meta. No ad blockers. No lost data. Full attribution chain.
Purchase Sync
Webhooks / PostHogShopify webhook fires to Lambda, enriches event, forwards to PostHog and Meta.
Event Match Quality — The Data Advantage
Client-side pixels are blocked by up to 40% of browsers. Every blocked event is a lost signal — Meta can't optimize what it can't see.
Server-side CAPI events bypass all ad blockers, recover lost data, and enrich every event with PII for higher Event Match Quality scores.
20–40%
Data recovered
100%
Events enriched with PII
Higher EMQ
Meta delivers to right people
Client Persona Matrix
How we adapt the entire funnel — from ad hook to landing page headline — based on the detected identity of the user.
The Impulse Buyer
Core Pain Point
Sees something cool, wants it now. Low patience for complex funnels.
Dynamic Hero Headline
The Product Everyone's Adding to Cart Right Now
Ad Hook Angles
Purchase Intent
High
V Score Framework
Every piece of creative is scored against the brand's psychological profile before it ships. Nothing below 3.50 enters the market.
V Score Framework Formula
Resonance = (Maslow × 0.30) + (Hawkins × 0.30) + (Archetype × 0.40)
Scale: 1.00 to 5.00
Hero Creative
4.50–5.00
Prioritize
4.00–4.49
Ship & Monitor
3.50–3.99
Test Only
3.00–3.49
Rework
Below 3.00
Impulse Buyer
Playbook Library
Every creative process documented into a repeatable, AI-readable playbook. When one improves, everything downstream gets smarter.
brand-blueprint.play
Description
Core brand identity, voice, tone, and positioning guidelines.
Output
Brand-consistent messaging
Creative Production Pipeline
The operational workflow that turns data into scalable, high-converting creative assets.
Identification
- UTM params captured
- Behavior stitching
- PostHog persona property set
Content Injection
- Hero headline swap
- Benefits reorder
- Testimonial filtering by persona
Creative Production
- 12 copy sets per persona
- 12 video scripts
- Persona-matched landing pages
Testing Loop
- Campaign = Persona
- Ad Set = Hook angle
- PostHog dashboards
- Weekly review cycles
Current Status
What is actively running in production vs. what is queued for the next sprint.
Live in Production
Up Next
Deployment Roadmap
Phase 1
NOW- PostHog tracking + identity stitching
- 4 persona definitions + routing logic
- Server-side CAPI implementation
- Landing page personalization v1
Phase 2
Sprint 2- V Score framework applied to all creative
- 12 static ad sets (3 per persona)
- 12 video scripts (3 per persona)
- PostHog persona dashboards
Phase 3
Month 2- A/B test persona landing pages
- Expand to 6 personas
- Automated creative scoring pipeline
- Meta campaign structure optimization
Phase 4
Month 3- Full funnel attribution dashboard
- Predictive persona classification
- Dynamic creative optimization (DCO)
- Scale to additional ad platforms
End of Framework Document
Confidential — DTC Vikings
Investment
Total investment across 14 weeks of delivery. 12 weeks of active build plus 2 weeks of buffer for feedback cycles.
Total Investment
$145,000
Fixed price. No hourly overages. No surprises.
Phase 1 — Due at Kickoff
$72,500
- ✓PostHog tracking + identity stitching
- ✓Server-side CAPI implementation
- ✓4 persona definitions + routing
- ✓Landing page personalization
- ✓V Score framework setup
Phase 2 — Due on Completion
$72,500
- →12 static ad creative sets
- →12 video ad scripts
- →Persona-matched landing pages
- →PostHog dashboards + reporting
- →Meta campaign structure build
- →30-day optimization period
8.0+
EMQ Target
<200ms
Persona Classification Speed
3.50+
V-Score Threshold
20–40%
Data Recovery Rate
Product Requirements Document
Prepared by DTC Vikings — March 2026 — Confidential
Executive Overview
This document outlines the complete implementation of the DTC Vikings Commerce Framework — a three-pillar system consisting of the Identity Layer, Persona Engine, and Creative Machine. Together, these systems transform raw visitor data into hyper-personalized marketing at scale.
Total Investment
$145,000
Payment Terms
50% / 50%
Delivery
14 Weeks
Core Systems
3 Pillars
Workstreams
Identity & Tracking
- ✓PostHog implementation
- ✓Cookie consent + GDPR
- ✓Identity stitching logic
- ✓Server-side event pipeline
Persona System
- ✓4 persona profiles
- ✓Classification rules
- ✓Content mapping per persona
- ✓A/B routing logic
Creative Production
- ✓12 static ad sets
- ✓12 video scripts
- ✓4 landing page variants
- ✓V Score evaluation
Meta Infrastructure
- ✓CAPI server-side setup
- ✓Campaign structure
- ✓Audience segmentation
- ✓Event match quality optimization
Analytics & Reporting
- ✓PostHog dashboards
- ✓Persona conversion tracking
- ✓Attribution reporting
- ✓Weekly performance reports
Optimization Loop
- ✓Weekly creative review
- ✓V Score re-evaluation
- ✓Persona refinement
- ✓Scale winning combinations
Technology Stack
PostHog
Analytics & identity
AWS Lambda
Serverless compute
Meta CAPI
Server-side events
Shopify
Commerce platform
Converge
Data routing
Node.js
Backend runtime
14-Week Delivery Timeline
Prepared by DTC Vikings — March 2026 — Confidential