This serves as a glossary of commonly used terms across the Insights Platform. It is intended to help you understand key metrics, modules and functionalities in a clear and structured manner.

• Activity 
• Aggregation Method
• Business Insights
• Campaign
• Channel
• Combined View
• Constraints
• Cost per Action (CPA)
• Direct Sales Model
• Effect Breakdown
• Evolution Over Time
• Halo Effect
• Investment / Investment Product
• Long-Term Indirect Effect
• Long-Term Model
• Media Dimensions
• Media Drivers
• Media Efficiency
• Media Grouping
• Media Generated Awareness
• Media Generated New Purchasing Users
• Media Generated Profit
• Media Generated Sales / Sales Value
• Media Generated Tickets
• Media Generated Transaction Volume
• Media Hierarchy
• Media Insights
• Media Investment
• Media Performance Data Table
• Media Performance Over Time
• Media Performance Summary Cards
• Media Profit / ROI
• Observed Effect
• Optimise
• Period Selection Presets
• Portfolio Model
• Publisher
• Short-Term Direct Effect
• Short-Term Indirect Effect
• Simulate
• Split View
• Summary Cards
• Treemap Chart
• Waterfall Chart

Activity 

An Activity refers to a saved instance of an Optimisation or Simulation run. Users can revisit Activities to view input assumptions, results, and compare them with other scenarios. Activities are particularly useful for scenario planning, recurring reviews, or sharing strategic decisions across teams.

Aggregation Method

Defines how data should be summarised or combined across multiple entities. For instance, investment totals are typically aggregated using a sum, while metrics like ROI or CPA are aggregated using a weighted average. The aggregation method affects how results are displayed in Combined View, especially in Portfolio and Long-Term Models.

Business Insights

A module within the platform that decomposes business performance into measurable drivers. It highlights both media and non-media contributors such as price changes, promotions, seasonality, competitor activity, and macroeconomic trends. Business Insights helps contextualise modelled media impact by showing what portion of outcomes is attributable to external or operational factors.

Campaign

A discrete marketing initiative, often tied to a specific timeframe, objective, or product. Campaigns are used to tag media inputs and are an essential dimension for breakdowns. They help users assess how different executions performed and can be analysed individually or rolled up under broader hierarchies.

Channel

The category or medium through which advertising is delivered, such as television, print, digital, radio, social media, or search engines. Channels are used to group similar media types and allow for comparisons and optimisations within or across them.

Combined View

A visualisation mode in the platform where results are aggregated across all products, channels, or investment types. It provides a consolidated perspective on media impact, which is useful for executive summaries or portfolio-level planning.

Constraints

Predefined rules applied during Optimisation runs to reflect planning restrictions or business priorities. Examples include:

• Minimum or maximum spend limits per channel
• Fixed budgets for certain products
• Locked allocations for ongoing campaigns
   Constraints help ensure recommendations are realistic and aligned with strategic guidelines.

Cost per Action (CPA)

A metric that quantifies the average cost of generating a specific user action (e.g. click, purchase, signup) through media.
Formula: CPA = Total Media Spend / Number of Actions
 Used to compare the cost-effectiveness of different channels or creatives.

Direct Sales Model

A type of model focused purely on short-term, direct media effects typically measuring the immediate impact on sales following exposure. It excludes long-term or cross-product effects and is well-suited to retail or campaign-level evaluation.

Effect Breakdown

A reporting option in Long-Term and Portfolio–Long-Term Models that separates media impact into:

• Short-Term Direct Effect
• Short-Term Indirect Effect
• Long-Term Indirect Effect
   This view helps users understand the nature and duration of media influence.

Evolution Over Time

A visual component that plots media or business metrics over a selected date range. It helps users identify performance trends, seasonal patterns, or the outcome of strategic changes across time.

Halo Effect

An indirect uplift observed in a product or investment not directly targeted by media, but influenced due to portfolio association or shared branding. For example, a credit card campaign may improve awareness or consideration of a savings product within the same brand family.

Investment / Investment Product

Refers to a specific business category (e.g., loans, insurance, credit cards, savings) within a portfolio. In Portfolio and Long-Term Models, media impact and optimisation are evaluated at the investment level, allowing for high-level strategic allocation.

Long-Term Indirect Effect

Captures the extended or delayed media impact on business performance, such as increased brand loyalty, improved perception, or repeat purchases. This effect is crucial for brand-building media and is tracked over a longer timeframe, beyond the immediate response window.

Long-Term Model

A model architecture that accounts for both short-term and long-term effects of media. It is used to evaluate not only immediate performance but also the lasting brand and behavioural outcomes of sustained media investment.

Media Dimensions

Media dimensions are categorical attributes that describe or segment media drivers. They help organize and filter data for analysis.

Examples:

• Format (e.g., Video, Display)
• Campaign Type (e.g., Branding, Tactical)
• Messaging
• Publisher (e.g., Google, YouTube)
• Product Type

Media Drivers

Media drivers are the actual media inputs that influence business outcomes like sales, awareness, or ROI. They represent the channels or formats through which media is delivered.

Examples:

• Television
• Paid Social
• Digital Display
• Radio
• Sponsorship

Media Efficiency

A qualitative measure of how effectively media converts spend into desired outcomes (sales, awareness, etc.). High efficiency indicates better performance for the same or lower spend.

Media Grouping

Logical bundles used to classify media channels or publishers under broader categories. For instance, 'Meta' could group Facebook, Instagram, and Messenger. Grouping simplifies comparative analysis and reporting.

Media Generated Awareness

The portion of uplift in brand or product awareness directly attributed to media activity. This is typically measured through modelling or brand tracking surveys.

Media Generated New Purchasing Users

The number of new-to-brand or first-time purchasers who were influenced by media exposure. Important for acquisition campaigns and loyalty evaluation.

Media Generated Profit

The net profit generated from media-attributed sales, after subtracting relevant costs such as media spend and product cost. It is used to calculate Media ROI.

Media Generated Sales / Sales Value

The total sales revenue that can be attributed to media activity, either directly or indirectly. This is a core outcome in most models.

Media Generated Tickets

The number of user actions (e.g., bookings, enquiries, app installs) that are attributed to media exposure. A flexible metric, adaptable to different client KPIs.

Media Generated Transaction Volume

The total number of transactions (e.g., purchases, subscriptions) attributed to media efforts over a given time period.

Media Hierarchy

The structural organisation of media inputs in the model, usually based on:

• Channel → Publisher → Campaign → Creative
   This hierarchy helps users navigate, segment, and optimise media.

Media Insights

A module that visualises media performance by linking investment data to business outcomes. It offers multiple views   including charts, tables, and summary cards   and supports split/combined analysis, effect breakdowns, and scenario comparisons.

Media Investment

The total monetary allocation made toward media activities. It serves as a key model input and is used to derive metrics like ROI and CPA.

Media Performance Data Table

A tabular output showing detailed breakdowns of media KPIs across selected dimensions. This table supports export and further offline analysis.

Media Performance Over Time

A line or bar chart that tracks media metrics like spend, ROI, or sales across time (e.g., by week or month), helping users observe trends and seasonality.

Media Performance Summary Cards

Compact visual blocks that summarise headline performance indicators such as ROI, spend, sales, awareness, or profit. These are context-sensitive and update based on filters.

Media Profit / ROI

A core performance indicator that quantifies the return generated from media investments.
Formula: ROI = Media Profit / Media Spend

Observed Effect

The actual, historically measured effect of media using real-world data inputs. Observed effect is the benchmark against which simulations and optimisations are compared.

Optimise

A tool in the platform that generates the most effective media allocation plan, based on a given objective (e.g., maximise ROI) and constraints. Optimisation is typically performed at a model-wide level in Portfolio and Long-Term Models.

Period Selection Presets

Pre-configured date ranges like “Last 13 Weeks”, “Year-to-Date”, or “Previous Campaign” that allow users to quickly apply consistent time filters in dashboards.

Portfolio Model

A model that analyses media impact across multiple investment products simultaneously. It accounts for cross-product interactions (halo effects) and supports consolidated budget allocation and investment-level planning.

Publisher

The media platform or partner where campaigns are served. Examples include Google, Meta, LinkedIn, and regional TV networks.

Short-Term Direct Effect

The immediate, measurable impact of media on business outcomes such as sales. Typically observed within 7–14 days of exposure.

Short-Term Indirect Effect

A delayed media effect resulting from increased awareness, interest, or engagement. Converts to action after a short lag (e.g., 2–6 weeks).

Simulate

A tool that allows users to test “what-if” scenarios by manually adjusting media inputs. Simulations help evaluate the potential impact of future plans or reallocations.

Split View

Visualisation mode that separates results by product, investment, or channel, allowing users to compare sub-group performance in detail.

Summary Cards

Visual containers presenting high-level metrics for selected time periods and filters. Often used to highlight changes or compare scenarios.

Treemap Chart

A space-efficient chart that uses nested rectangles to show the proportion of media spend or performance across groupings like channel or product.

Waterfall Chart

A chart that visualises the additive or subtractive contribution of individual drivers (media, promotions, pricing, etc.) to an overall change in outcomes (e.g., sales, ROI).