| Gap Analysis | Action Item / Action It | Project | Top down | Moving/Going Forward |
| Best of Breed | ETA | Deep dive | Offline | Demographic |
| Eyeballs | Relevance | BULLSHIT BINGO (free square) | One Stop Shop | Differentiation |
| Re-engagement | Personalization | Opportunity | Viral | Low-Hanging Fruit |
| Drop the Ball | Ball Park | Customer Centric | Diversity | Bottom Line |
| Hardball | High-Level | Heavy lifting | Discovery | Real-Time |
| Control Group | Think Outside the Box | Secret sauce | Followup | Sustainable / Sustainability |
| Green | 30,000 foot view | BULLSHIT BINGO (free square) | Functionality | Advantage |
| Solution(s) | Prioritized | Return on Investment (ROI) | Dashboard | Reactivation |
| Retention | Convergent | Lean In | Popup | Streamline |