The Business Insights module complements the Media Insights module by offering a holistic view of all drivers influencing product performance, not limited to media. It includes macroeconomic factors, competitor activity, organic demand, and more all structured to match the Long-Term framework.

TABLE OF CONTENTS

• 1. Analyse the Overall Performance
  • 1.1 View Total Sales and Contribution Summary
  • 1.2 Explore Dimensions Using the Tree Map View
  • 1.3 Switch to the Waterfall View
• 2. Understand Evolution Over Time
  • 2.1 Timeline Graph Overview
  • 2.2 Overlay Line Graph
  • 2.3 Toggle to Graphical Table View
  • 2.4 Explore Data Table View
  • 2.5 Customise Columns
  • 2.6 Export the Data
• 3. Compare with the Previous Period
  • 3.1 Use the Comparison Chart
  • 3.2 Refine the View
• 4. Example Interpretation
  • 4.1 Tree Map Summary
  • 4.2 Period-on-Period Change
  • 4.3 Quarterly graphical table overview

1. Analyse the Overall Performance

Note: When switching from another module such as Media Insights, the time period resets to the default. Always re-select your desired time frame from the filter at the top-right corner before proceeding.

1.1 View Total Sales and Contribution Summary

At the top of the Business Insights page, the total sales figure for the selected product (e.g. iphones, airpods, ipads, or Total) is displayed.

• Hover over this figure to view:
  • Total positive contributions
  • Total negative contributions
  • The resulting net effect on sales

This gives you a quick snapshot of the forces driving or hindering your product’s performance during the selected period.

1.2 Explore Dimensions Using the Tree Map View

The Tree Map view is a high-level visualisation of all business dimensions, with immediate insight into which factors contributed most: positively or negatively.

Key Features:

• Each tile represents a unique dimension (e.g., Paid Media, Product Pricing, Macroeconomic Conditions).
• Size of the tile reflects the magnitude of impact.
• Colour denotes the driver category (e.g., Paid Media, Organic, Macro).
• White horizontal line divides the chart:
  • Tiles above the line indicate positive contributions
  • Tiles below represent negative impact

Interaction:

• Hover over any tile to reveal:
  • Driver name
  • Description
  • Value of contribution in absolute terms and in percentage
• Click on a tile to drill into sub-levels:
  • For example, Macroeconomic → Inflation Rate → Region
  • Use legend on the right to drill by category or value
• Use the back arrow to return to previous levels
• Group-by dropdown allows switching the grouping logic:
  • Channel
  • Publisher
  • Driver type

This view is ideal for root-cause diagnostics and performance attribution at a glance.

1.3 Switch to the Waterfall View

The Waterfall Chart presents a sequential, cumulative breakdown of how each driver has contributed to total sales. You can switch to it using the dropdown at the top right of the section.

Key Features:

• Each vertical bar represents a business driver
• The far-right bar shows the final net sales result for the selected product and time frame
• Positive drivers are marked with green values
• Negative drivers are marked in red values
• A Grey dotted column when present will represent aggregated minor contributors

Interpretation:

• The height of each bar indicates the magnitude of the driver’s effect
• Absolute values are shown at the top of each column (e.g. +22.0K or -9.4K)
• Percentage contribution appears at the bottom of each bar

Advanced Interactions:

• Click “Expand Minor Contributors” to break out smaller drivers
• Use the “Show Legends” toggle to reveal full driver breakdown
• Drill into any bar or use the legend for further detail
• Scroll horizontally to view all drivers

This view is especially effective for understanding how changes build toward the final outcome.

2. Understand Evolution Over Time

The Evolution Over Time section shows how contributions from individual drivers fluctuate over the selected time period.

2.1 Timeline Graph Overview

• X-axis: Weeks or months depending on selected granularity
• Y-axis: Total sales values

How to Use:

• Switch between Monthly, Weekly, or Quarterly view depending on insight needs
• Each stacked bar represents driver breakdown for a time unit
• Hover to view:
  • Total sales volume
  • Driver-specific contribution
  • Comparable value from previous period
• Click a column to isolate and focus on that time period

2.2 Overlay Line Graph

A line graph overlays the stacked bar chart for clearer trend visibility.

• Solid line = Current period sales
• Dotted line = Previous period sales (for comparison)

This allows you to track business growth or contraction at a glance.

2.3 Toggle to Graphical Table View

This mode presents a matrix-style layout:

• Columns = Drivers
• Rows = Time periods

View Options:

• Focus Mode: Bar graph reflects actual value for that driver
• Context Mode: Bar graph is relative to the highest contributor in that column

This layout is useful for scanning changes across multiple drivers over time.

2.4 Explore Data Table View

Switch to this view for a numerical breakdown of all driver contributions across the timeline.

• Resembles Media Insights data table
• Useful for detailed downloads or audits

2.5 Customise Columns

Click the column settings icon to:

• Show/hide drivers
• Reorder columns
• Set your preferred display layout

Changes apply instantly across all chart views.

2.6 Export the Data

Click the Download button to export in Excel (.xlsx) format. Options include:

• Displayed Values Only – current visible data
• Full Dataset (Grouped) – aggregated by driver type
• Full Dataset (Granular) – full timeline resolution

3. Compare with the Previous Period

This final section enables side-by-side comparison of driver performance from one period to another.

3.1 Use the Comparison Chart

• Each driver displays three columns:
  • Current period value
  • Previous period value
  • Change (difference)

Colour coding:

• Green = Increase
• Red = Decrease
• Grey = No significant change

Use this view to quickly identify rising or declining effectiveness across external and internal drivers.

3.2 Refine the View

• Collapse minor contributors to focus on top drivers
• Expand to reveal full driver list if needed

4. Example Interpretation

Effect: Observed, Group by: Channel, Time period: Quarterly.

4.1 Tree Map Summary

The selected period shows a total of 140.1K in sales, with multiple positive contributors such as:

• Disney leading with +48.0K sales
• Gumtree and Discovery contributing ~20% of total sales

This view is ideal for pinpointing top-performing channels and strategic partners.

4.2 Period-on-Period Change

From Oct 2021–2022 to Oct 2022–2023:

• Disney increased sales contribution by +28.8K
• Gumtree and Discovery also showed healthy growth

Use this chart for campaign effectiveness evaluation or investment planning.

4.3 Quarterly graphical table overview

The Graphical Table view shows quarterly evolution of driver contributions across key publishers:

• Facebook.com demonstrates the most consistent performance, contributing over 290.3 in Q3’23 and 267.8 in Q2’23. This suggests it has been a high-performing platform across consecutive quarters.
• ESPN peaks in Q3’23 with a contribution of 612.4, showing a sharp increase from Q2’23 (231.7) and Q4’22 (427.8). This upward trend indicates growing returns from ESPN-related investments.
• GoogleVideo has a notable surge in Q3’23 (324.0), after a quiet Q1 and Q2, indicating campaign activations or optimisations in this period.
• Spotify Paid Audio shows a steady decline from 311.0 in Q4’22 down to 151.5 by Q4’23. This may signal reduced investment or waning effectiveness over time.
• .COM shows an uneven pattern, with contributions fluctuating from 66.3 (Q2’23) to just 21.6 in Q3’23 and recovering slightly to 66.8 in Q4’23. This indicates variable performance, potentially due to changing placements or strategies.