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Memory

Your business remembers what it decided.

The decisions, rules, and assumptions you record in Aptic, kept with their sources, kept up to date by the people who own them, and applied to every piece of work Aptic proposes.

Get started How it works
The problem

Decisions get made. Then they get lost.

Decisions get made in meetings, threads, and approvals. The reasons leave with the people who made them.

When the same question comes back six months later, the business pays to work it out again, and sometimes decides differently without knowing it.

Aptic keeps the record from the moment you start: every approval and decline made through Aptic, and every rule or assumption you state, in your own words, with its source.

What each record holds

One decision, with everything around it.

Each record shows what supports it, so you can check it yourself. Every record cites a real source, or it isn't written.

Illustrative example Active

Decision

Stop the ads on search terms that brought clicks but no bookings.

Decided
March 6
Approved by
Owner

Why

“These terms take almost half the ad budget and haven't brought a booking since January.”

In your words, when you give one.

Options set aside

  • Pause the campaign: it would also stop the brand traffic.
  • Cut the whole budget: it would also cut the searches that do book.

Sources

  • Approval in Aptic, March 6 The owner's approval, with the reason in their words.
  • Search terms report, January 1 to March 5 Shows these terms brought clicks but no bookings.
  • Campaign change history, March 6 Confirms the ads on these terms were stopped.
  • Booking reports, March 7 to April 17 The bookings the result is measured on.

Earlier versions

One correction, March 8: the owner added a search term that had been left out.

Measured result: Bookings from search held steady while ad spending fell.

A before-and-after only, not measured against a control. Not ruled out: another change to the same campaign that week.

Illustrative example Review by March 1

Assumption

Searches for our services drop by about a third each winter.

Stated by
Owner
Source
Planning conversation in Aptic, November 12

Only rules and assumptions carry a review date. This one sets the winter ad budget: after March 1 it stays recorded, but unattended spending that depends on it waits until you review it.

A worked example

One decline, followed through.

How a declined change becomes a rule, and how that rule holds later work.

Illustrative example

  1. Proposed, January 3

    Aptic proposes raising the search campaign's daily budget from $40 to $80 for the January sale.

  2. Declined by the owner

    “Cash is tight in January. I don't want ads costing more than $50 a day.”

    Set aside
    Raise the budget for the sale weekend only: postponed until February's numbers are in.

  3. Rule stated by the owner

    A reason for one decline doesn't become a standing rule on its own. Asked whether it should, the owner states one: “No daily budget above $50.”

    Stated by
    Owner
    Source
    Owner's instruction in Aptic, January 3

  4. Later proposal held, February 14

    A change described as “merge two campaigns to simplify reporting” would have combined two $30 daily budgets into one $60 budget. Aptic checked what the change would do, not how it was described, and held it for the owner.

  5. Resolved

    The owner approved the merge with a $50 daily budget. Both proposals, the decline, and the rule stay in the record.

How it works

A record that builds as the work happens.

Every record shows where it came from, and you stay in charge of what the record holds.

  1. Capture decisions as work happens

    Aptic records every approval and decline made through Aptic, and every rule, goal, fact, or assumption your team states.

  2. Separate facts from interpretations

    Each record shows whether it was stated by you, confirmed by you, observed by a connected system, or inferred by Aptic. Nothing Aptic infers steers work until a person confirms it.

  3. Review and correct the record

    Authorized members can correct records, and earlier versions are kept. Changes to standing rules and goals remain under the owner's control. The owner can remove a record's content and its tracked copies. A history of the removal remains.

  4. Use the history in future work

    Recommendations check current rules and past decisions, and approved actions are linked to the results measured afterward.

  5. Hold the work to it

    A standing rule, such as “no ads in Germany” or “no daily budget above $50”, is checked against what each proposed change would actually do, not how it's described. If Aptic can't tell whether a change breaks a rule, it holds the change for you instead of guessing.

What changes

Stop paying to relearn your own business.

Past decisions are easy to find

When an old question comes back, the earlier decision and its reasons are right there, so you can confirm it or decide again with the full picture.

New people learn the why

New people read why things are the way they are, not just what they are.

Recorded reasons stay when people leave

Decisions and reasons recorded in Aptic stay with the business after the people who made them move on.

Advice that knows your history

Recommendations take your current rules, past decisions, and their results into account.

Results tied to decisions

Approved actions are linked to the measurements that follow, so you can see what happened after each decision.

Assumptions come up for review

Each assumption has a review date. It stays recorded after that date, and unattended spending that depends on it waits until you review it.

Built on trust

Your record. Your rules.

  • Every record links to its source and shows whether it was stated by you, confirmed by you, observed by a connected system, or inferred by Aptic.
  • Nothing Aptic infers steers work until a person confirms it.
  • Memory never grants permission to act. Aptic acts only within approvals, delegated permissions, and limits you set.
  • You choose which sources Aptic can read, with the exclusions each connection supports.
  • The record is durable and auditable, retained per your agreement and applicable legal requirements.
  • Deletion: the owner can remove a record's content and its tracked copies. A history of the removal remains.
  • We do not sell your data or disclose it for third parties' own advertising.
How control works
Straight answers

Questions about Memory.

Do we need to write anything down differently?

No. Memory records every approval and decline made through Aptic, and every rule, goal, fact, or assumption your team states. Authorized members review and correct what is recorded.

What does Memory record?

Decisions and their reasons when you give them, the options set aside, standing rules, assumptions and their review dates, and the results measured afterward, each linked to its source.

What if a record is wrong?

Each record shows whether it was stated, confirmed, observed, or inferred, and links to its source so you can check it. Authorized members can correct records, and earlier versions are kept. Changes to standing rules and goals remain under the owner's control.

Can we change a decision later?

Yes. Circumstances change. A new decision replaces the old one, and both stay in the record with their reasons.

Can we see what we knew at an earlier date?

Yes. Ask what you knew then, or what was recorded as effective then. The record answers both, and shows the corrections made since.

What happens to the instructions we give?

Your instructions are kept word for word, and each is closed as done, partly done, or not done, with the reason.

How is this different from notes or a shared drive?

Notes and documents store what was written. Memory keeps what was decided and why, the rules and assumptions in force, and what happened afterward, and every change Aptic proposes is checked against it.

Give your business a memory its work has to follow.

Tell us about your business and we will show you how Memory supports your engagement.

Get started How Aptic works