The Portfolio Model empowers users to analyse the performance of media investments through multiple combinations of Product Line and Media Effect filters. Each combination reveals a unique perspective on how spend across the brand and its portfolio products contributes to outcomes like profit, sales, ROI and CPA.

TABLE OF CONTENTS

• 1. Total Product Line + Direct/Cross Media Effect
• 2. Total Product Line + Global Media Effect
• 3. Total Product Line + Halo Media Effect
• 4. Individual Product (e.g., Cards) + Direct Media Effect
• 5. Individual Product (e.g., Cards) + Cross Media Effect
• 6. Individual Product (e.g., Cards) + Global Media Effect
• 7. Individual Product (e.g., Cards) + Halo Media Effect

1. Total Product Line + Direct/Cross Media Effect

This is the default and most commonly used view for aggregated portfolio-level insights.

Purpose: Understand how each product’s own media and cross-product media affect overall brand sales.

• Graph View: Visualises total investment across time vs. returns across Cards, Loans, and Savings.
• Summary Table: Breaks down direct and cross-product profit paths (e.g., Cards via Loans).
• Use Case: Identify which product’s media spend contributes most across the entire portfolio.

Example: Loans generate high cross-effect returns on Cards, indicating synergy between those products.

2. Total Product Line + Global Media Effect

Purpose: Evaluate the impact of brand-level campaigns (not tied to a specific product) on the entire portfolio.

• Graph View: Shows brand marketing (e.g., “Bank” as a whole) over time and its return across all products.
• Summary Table: Presents brand-wide media investment and how much each product benefitted.
• Use Case: Optimise centralised brand campaigns by identifying which product segments respond best.

Example: £4.4M in brand investment may yield £426.6K profit for Cards and £26M for Loans, guiding focus areas.

3. Total Product Line + Halo Media Effect

Purpose: Measure the spill-over impact of non-modelled products on your current portfolio.

• Graph View: Plots the investment in minor or untracked products (e.g., GI, PCA, BCA) and their indirect returns.
• Summary Table: Maps how halo product marketing has influenced the core modelled products.
• Use Case: Understand brand coherence and how peripheral product campaigns uplift portfolio performance.

Example: BCA investment of £19,188 leads to 917.54 in Savings sales - insightful for upsell or bundling strategies.

4. Individual Product (e.g., Cards) + Direct Media Effect

Purpose: View media performance of a single product in isolation (pure direct effect).

• Graph View: Time-series chart of Cards’ own investment vs. its performance (sales, ROI, etc.).
• Summary Table: Cards-only view, focused on its channels and publishers.
• Use Case: Optimise media mix for Cards without influence from other products.

Example: Cards media drove £99K in profit from direct investment, allowing for fine-tuned channel optimisation.

5. Individual Product (e.g., Cards) + Cross Media Effect

Purpose: Discover how other products’ media impacted the selected product.

• Graph View: Tracks the effect of Loans/Savings media on Cards’ sales or profit.
• Summary Table: Includes “Cards via Loans” and “Cards via Savings” effects with breakdowns by media type.
• Use Case: Diagnose dependencies or shared customer journeys between products.

Example: Cards received £157K in profit from Loans' media - implying a strong complementary relationship.

6. Individual Product (e.g., Cards) + Global Media Effect

Purpose: Evaluate how brand-level marketing influenced a specific product.

• Graph View: Showcases overall brand investment and its contribution to one product.
• Summary Table: Drill down into which brand-level channels helped drive Card sales.
• Use Case: Quantify if broad brand awareness campaigns are supporting this specific product.

Example: 354.5K investment in brand display ads returned 561.8 in Cards’ sales - a cost-effective top-funnel strategy.

7. Individual Product (e.g., Cards) + Halo Media Effect

Purpose: Understand how non-modelled product campaigns influenced a specific product.

• Graph View: Displays indirect impacts on Cards from products like GI, PCA, BCA.
• Summary Table: Highlights publisher-level contributions from halo products.
• Use Case: Measure external synergy - especially useful for shared messaging or platform-wide campaigns.

Example: BCA’s paid social investment of £51K generated £14.5K in Card profit - a valuable insight for re-targeting.

Note:

When comparing combinations:

• Use Split View to isolate “via” effects (e.g., Cards via Loans vs. Cards via Savings).
• Use Combined View for aggregate outcomes.
• Always hover over chart layers or expand rows in summary/data tables to reveal detailed insights by channel or publisher.