TABLE OF CONTENTS

A. Dashboard controls

• 1. Global Filters
  • 1.1 Product Line
  • 1.2 Media Effect Type
  • 1.3 Time Granularity
  • 1.4 Media Groupings (Showing Filter)
• 2. Interactive Widgets
  • 2.1 Data Presentation
  • 2.2 Time Granularity
  • 2.3 Hierarchy
• 3. Table Tools
  • 3.1 Download/Export Options
  • 3.2 Show/Hide or Reorder Columns
  • 3.3 Table Filter Option
  • 3.4 Sort
  • 3.5 Show Context
• 4. Navigation Tools
  • 4.1 Zoom In/Out
  • 4.2 Scroll Bars
  • 4.3 Expand/Collapse Buttons

B. Media Insights

• 1. Media Performance Over Time
  • Chart types
  • Key Functionalities
  • Example Interpretation (Based on Image):
• 2. Media Performance Summary
  • Key Columns Explained
  • How to Interact with the Summary
  • Example Interpretation (Based on Image):
• 3. Media Performance Data Table
  • Row Expansion: Media Hierarchy
  • Column Details: Product-Specific KPIs
  • Functionalities & Navigation
  • Example Interpretation (Based on Image):

Exploring Product Line and Media Effects

• 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

C. Business Insights

• 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

D. Predictions: Optimisation

• 1. Setting Up an Optimisation
  • 1.1 Navigate to the Optimisation Section
  • 1.2 Select Optimisation Type
• 2. Configuring an Investment Optimisation
  • 2.1 Define Optimisation Period
  • 2.2 Enter Budget
  • 2.3 Add Constraints (Optional)
  • 2.4 Finalise Inputs
  • 2.5 Run the Optimisation
• 3. Reviewing Optimisation Results
  • 3.1 View Available Plans
  • 3.2 Reviewing Inputs and KPIs
  • 3.3 Understanding Forecast Ranges
  • 3.4 Exploring the Results by Product
• 4. Saving the Optimisation
• 5. Activating the Optimisation
  • 5.1 Changes Reflected in the Media Insights Module

E. Predictions: Simulation

• 1. Running a Simulation
  • 1.1 Enter Input values
  • 1.1 View weekly values
  • 1.2 Modify Weekly Values
• 2. Reviewing Simulation Reports
  • 2.1 Viewing High-Level Report
  • 2.2 Functionalities
  • 2.3 Refining Simulation
• 3. Viewing a Detailed Report
  • 3.1 Exploring Detailed Results
  • 3.2 Evolution Over Time Graph
  • 3.3 Exploring Media and Non-Media Data Tables
• 4. Saving the Simulation
  • 4.1 Entering Simulation Details
  • 4.2 Saving Options

D. Activities

• 1. Accessing the Activities Tab
• 2. Viewing Saved Files
• 3. Interacting with Saved Results

A. Dashboard controls

1. Global Filters

Located at the top of the Media Insights and Business Insights pages, these dropdowns define the scope of your analysis. Changes made here dynamically update all visualisations and tables on the dashboard.

1.1 Product Line

• Total: Displays aggregated media and performance data for all modelled products (e.g., Cards, Loans, Savings).
• Individual Product: Focuses exclusively on one selected product to analyse its isolated performance.

1.2 Media Effect Type

• Direct: Shows the effect of the selected product’s own media investment on its sales.
• Cross: Highlights how media investments from other modelled products influence the selected product’s outcomes.
• Global: Captures the brand’s overall media investment and its contribution to each product line.
• Halo: Reflects the impact of media investment from non-modelled products (e.g., PCA, GI) on the selected product.

1.3 Time Granularity

• You can select a custom date range using calendar pickers (by day or month).
• Alternatively, choose from preset ranges such as:
  • Last 365 Days
  • Year to Date
  • Last Month
  • This Quarter, etc.

1.4 Media Groupings (Showing Filter)

• Accessed through the Showing tab.
• Allows selection of:
  • Specific Investment Products (e.g., Cards, Loans).
  • Media Dimensions: Filter media by grouping (e.g., Paid Social, Paid Search, TV).
• In the Business Insights module, this filter includes additional filters such as:
  • Business Grouping
  • Competitor
  • Type, Tone, Objective, etc.

2. Interactive Widgets

These are located across graphs and tables, offering customisation and deeper insight views.

2.1 Data Presentation

• Toggle between Split and Combined views:
  • Split: Shows “via” effects (e.g., Cards via Loans).
  • Combined: Aggregates data for a product without attribution separation.

2.2 Time Granularity

• Applies to graphs and tables.
• Lets you adjust the analysis period (e.g., switch from Weekly to Monthly).
• Helps in identifying short-term spikes or long-term trends.

2.3 Hierarchy

• Defines how data is structured in tables.
• Allows reordering dimensions such as:
  • Media Grouping → Channel → Publisher
• You can deselect or reorder levels to control the table depth.

3. Table Tools

Customise and extract value from tabular data using the following tools:

3.1 Download/Export Options

• Export current table view or full dataset as Excel (.xlsx).
• Options typically include:
  • Displayed Values Only
  • Full Dataset Grouped
  • Full Dataset Granular

3.2 Show/Hide or Reorder Columns

• Add/remove columns as needed.
• Drag-and-drop to change column sequence.
• Useful for comparing specific KPIs side-by-side (e.g., ROI vs CPA).

3.3 Table Filter Option

• Hide rows with zero values.
• Filter out irrelevant or low-impact rows for cleaner views.

3.4 Sort

• Sort rows by any column in ascending or descending order.
• Helps identify top/bottom-performing media drivers or product segments.

3.5 Show Context

• Activate this mode to scale graph bars based on maximum value in each column or across the whole table.
• Useful in the graphical table view for interpreting relative contributions.

4. Navigation Tools

Enhance your movement and focus within the dashboard using built-in navigation aids:

4.1 Zoom In/Out

• Zoom controls allow you to expand or compress the view for more detailed or aggregated analysis.

4.2 Scroll Bars

• Horizontal and vertical scroll bars allow for full access to large datasets and extended tables.

4.3 Expand/Collapse Buttons

• Located beside hierarchical rows.
• Expand to reveal sub-levels (e.g., Publisher within Channel).
• Collapse to simplify the view.

B. Media Insights

1. Media Performance Over Time

This interactive visual shows how media investment translates into outcome metrics over time, based on your selected product line and media effect (e.g., Direct/Cross on Total Sales). 

It is a dual-layer chart combining different chart types for intuitive interpretation.

Chart types

• Area Chart: Represents the selected performance KPI like “Media Generated Sales/ Media generated profit” over time.
  • Each colour corresponds to a investment product (e.g., blue for Savings, pink for Cards, green for Loans).
  • The height of each layer indicates the profit contributed by that product’s media activities.
  • The cumulative height shows the total media-driven profit across the portfolio.
• Bar Chart: Shows media investment over time.
  • Stacked bars represent investment breakdown by product.
  • Align spikes in spend with peaks in performance to identify high-ROI periods.
• Line Chart: Plots the Media Profit ROI, CPA across time.
  • Each line corresponds to one product’s ROI trend over time.
  • Peaks reflect periods with high ROI efficiency (profit per unit investment).
  • Flat or declining lines may signal saturation, inefficiency, or reduced campaign effectiveness. 

Time Axis: The x-axis spans the entire calendar year, with each tick representing a month, week or a quarter based on the selected time granularity.

Key Functionalities

• Hover: 
  1. Hovering over any point generates a popup with detailed values (e.g., sales volume, investment amount, split by product).

• KPI Dropdowns:
  • There are two dropdowns that allows you to switch metrics (e.g., Media Generated Sales, Media Investment, ROI, CPA).
  • Analyse different perspectives side-by-side (e.g., Profit vs Investment).
• Time Granularity Selector:
  • Change between weekly, monthly, or quarterly views.
  • Use granular views for tactical insights and broader views for trend identification.
• Zoom & Pan Controls:
  • Click the magnifying glass icons to zoom in or out.
  • Use the left/right arrows to pan across time.
  • Focus on specific campaign periods or seasonal peaks (e.g., October campaign surge).

Example Interpretation (Based on Image):

• February & October Peaks:
  • Large blue area shows strong media-driven sales performance (likely Savings).
  • Corresponding increases in pink and green bars suggest coordinated investment across Cards and Loans.
• Summer Drop-off:
  • Flat area chart and lower bars in June indicate low performance and reduced investment.
  • Useful for identifying optimisation gaps.

2. Media Performance Summary

The Media Performance Summary provides a consolidated view of how media investments are allocated and what outcomes they generate across your product portfolio. 

It is dynamically driven by the selected Product Line and Media Effect filters (e.g., Total + Direct/Cross).

Each row in the table represents either a product and its via effects (e.g., Cards via Cards, Cards via Loans, Cards via Savings) or a product-media combination when drilled down (e.g., Loan > Paid Social). 

Each column reflects a specific key performance indicator (KPI), allowing you to compare both media investment and performance outcomes across your portfolio at a glance.

Key Columns Explained

1. Media Investment
   • Shows the total spend per product line (Cards, Loans, Savings).
   • Percentages indicate each product’s share of total investment.
   • Coloured bars help visually compare spend distribution.
2. Media Generated Profit
   • Reflects the total profit generated from the media investment.
   • Includes direct and cross (via) effects where applicable (e.g., Card via Saving).
   • Use this column to assess profit contribution of each investment product on its own (direct) and also due to impact of other investment products (cross).
   • Click on a card to drill down deeper and analyse the performance through different media hierarchies. (e.g., Card via Saving>> Card’s Paid digital display via Saving).
3. Media Profit ROI
   • Profit generated per unit of investment.
   • Green indicators highlight increases over previous period.
   • Useful for understanding cost-efficiency across products.
4. Media Generated Sales
   • Total number of sales actions attributed to media investment.
   • Percentages show share of contribution by product line.
5. Cost Per Action
   • Media cost divided by the number of generated sales actions.
   • Lower values indicate better efficiency.
   • Quickly spot high-cost or underperforming segments.

How to Interact with the Summary

• Click the filter icon (top-right of each column) to sort the rows by any KPI (ascending or descending).
• Click on product segments (e.g., Card via Loan) to drill down further through the media hierarchy.
• Use widget controls (top right) to:
  • Switch between split and combined views for better clarity.

You can view the data in two modes:

• Combined View – aggregated outcomes per product.
• Split View – detailed breakdown of “via” effects, showing how one product’s media impacts another (e.g., Cards via Loans).

Example Interpretation (Based on Image):

• Media Investment: Loans received ~50.7% (£449.2K) of total spend, followed closely by Cards at 49.3%.
• Generated Profit: Cards yielded a total profit of £256.1k wherein (£157.0K  of that came via Loan, while Cards directly contributed £99.0K.
• ROI: Savings show exceptional ROI at 12.80+, although they had no direct media investment in this scenario.
• Sales Generated: Cards achieved 916.5 total media-attributed sales actions:
  • 562 of these were driven by Loan media investment,
  • 354.6 came from Card’s own media investment.
• Cost per Action: Savings stood out for exceptional efficiency (£8.90 CPA), whereas Cards incurred a higher CPA (£965.9), reflecting lower conversion efficiency relative to spend.

3. Media Performance Data Table

The Media Performance Data Table offers a clear, familiar, detailed, cross-tabulated breakdown of media investment and performance across products and media dimensions. 

The table follows a matrix format where:

• Rows represent the media drivers associated with each Investment product (Cards, Loans, Savings).
• Columns represent performance KPIs tied to each Investment product.

This setup creates a product-by-product cross-tab view, allowing you to see:

• How Cards media affects Cards, Loans and Savings outcomes.
• How Loan media impacts other products.
• How each product benefits directly or indirectly from different media dimensions.

Row Expansion: Media Hierarchy

Each row starts at a high-level media grouping and can be expanded downward into its components. The structure follows:

1. Top Level: Media Group (e.g., Paid Digital Display, Television, Paid Radio).
2. Next Level: Channels (e.g., Video, Display, Audio).
3. Lowest Level: Publishers (e.g., Google, YouTube, Spotify).

This hierarchical view enables users to isolate performance down to the publisher level within each product’s media plan.

Column Details: Product-Specific KPIs

Each product line (Cards, Loans, Savings) appears as a vertical group of columns, containing the following KPIs:

1. A fixed Media Investment column
2. Media Generated Profit
3. Media Profit ROI
4. Media Generated Sales
5. Cost Per Action

Functionalities & Navigation

• Hierarchy Toggle: Expand/collapse to show or hide detailed levels.
• Customise View:
  • Reorder hierarchy (e.g., Grouping > Publisher > Channel).
  • Filter zero-value rows for a cleaner view.
  • Select which media dimension to show or hide.
• Scroll Horizontally to compare performance across all product columns.
• Drill Into Media Dimensions: Click to expand under a media group to understand exactly which dimension is delivering value.

Example Interpretation (Based on Image):

Cards via Loans > Paid Digital Display:

1. Loans had invested £249.3k in paid digital display publisher for its media campaign.
2. This investment had a cross-impact on Cards, resulting in £118.6k in Cards sales.

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.

Exploring Product Line and Media Effects

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.

C. Business Insights

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. Cards, Loans, Savings, 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

D. Predictions: Optimisation

1. Setting Up an Optimisation

1.1 Navigate to the Optimisation Section

1. From the top navigation bar, go to the Prediction module.
2. Click on the Optimise tab.

1.2 Select Optimisation Type

You will see two types of optimisation:

• Investment Optimisation – Use when you have a fixed total budget and want to maximise impact.
• Target Optimisation – Use when you have a target outcome (e.g. +1,000 sales) and want to estimate the required investment.

Select the type of optimisation you want to run.

2. Configuring an Investment Optimisation

2.1 Define Optimisation Period

1. Use the calendar tool to select the applicable time period for your optimisation (e.g., January–March 2025).

2.2 Enter Budget

1. In the Budget field, enter the total investment amount to be distributed (e.g., €500,000).

2.3 Add Constraints (Optional)

Constraints allow you to define specific rules for how the budget should be distributed across products and channels. In Portfolio  Models, you can configure constraints at the investment product level.

Types of Constraints:

• Fixed Constraint: Locks a specific value for a product-driver combination.
  • Example: Fix €10,000 for Cards – Paid Social.
• Minimum Constraint: Sets a lower bound.
  • Example: Allocate at least €5,000 to Savings – Paid Search.
• Maximum Constraint: Caps the budget for a dimension.
  • Example: Do not allocate more than €8,000 to Loans – TV.

To add a constraint:

1. Click Add Constraint.
2. Choose the constraint type.
3. Enter the amount.
4. Choose the time period for which the constraint should apply.
5. Select the investment product (e.g., Cards, Loans, Savings or Halo products).
6. Choose the media grouping, campaign type, channel, format, and publisher.
7. Enter the constraint value and type (fixed, min, or max).
8. Click Validate – the system will check compatibility.
9. Repeat for additional constraints.

2.4 Finalise Inputs

• Review the time period, total budget, and any constraints added.
• Tick the box to receive an email notification once the optimisation run is complete (optional).

2.5 Run the Optimisation

Click Optimise to begin the process. A blinking indicator will appear to confirm that the system is running your request.

3. Reviewing Optimisation Results

Once the optimisation is complete, return to the Prediction tab and click on Show Unsaved Result under the Optimisation section.

3.1 View Available Plans

You will see three optimisation plans:

• My Plan – The plan you configured with constraints.
• My Plan without Constraints – Same budget, but constraints removed.
• Suggested Alternative – The system’s optimised plan using 90% of your original budget with constraints.

3.2 Reviewing Inputs and KPIs

Click on the Input/Output tab, then select Overall Summary.

This summary shows:

• Media Investment
• Media Generated Profit
• Cost Per Action
• Media Profit ROI

Use the colour-coded indicators to see changes relative to your original plan (green for increase, red for decrease).

3.3 Understanding Forecast Ranges

Each plan provides a forecast range based on model confidence:

• 90% Probability: Conservative (minimum expected performance)
• 10% Probability: Optimistic (maximum expected performance)

This gives you a realistic performance window.

3.4 Exploring the Results by Product

In Portfolio  Models, results are visible at the investment product level.

To explore performance by product:

1. Use the widget panel to adjust the view hierarchy.
2. Drill down from:
   • Investment Product → Media Grouping → Campaign Type → Channel → Format → Publisher
3. Review allocation and outcome differences across products like:
   • Cards
   • Loans
   • Savings
   • Halo products

4. Saving the Optimisation

1. Click Save Plan at the bottom of the screen.
2. Enter a title (e.g., “Portfolio_Q1_Optimisation”) and optional description.
3. Choose one of the following save types:
   • Private – visible only to you.
   • Public – save to a shared folder accessible to your team.

5. Activating the Optimisation

1. Open the Activities section from the main navigation bar.
2. Locate your saved optimisation.
3. Click the ⋮ menu and select Activate.

When activated:

• A confirmation popup will appear - click Confirm.
• The buying brief will be automatically downloaded as an Excel file.
• The selected optimisation will be highlighted in the Media Insights timeline for tracking actual vs predicted performance.
• The optimisation period will now appear as a preset filter under the Activities section in theGlobal Time Period Filter. This allows you to easily revisit and apply the exact time window used in the optimisation.

5.1 Changes Reflected in the Media Insights Module

Once an optimisation is activated, the following changes occur in the Media Insights module:

1. The optimisation period will be highlighted on the Media Performance Over Time graph, making it visually distinguishable.
2. You will see a new comparison between:
   • Predicted values from the optimisation, and
   • Actual observed performance during that same period (If the data is available).
3. You can analyse actual media investment, subscribers, profit, ROI, and cost per action against what the model had forecasted.
4. This enables you to evaluate how closely real-world performance aligned with model expectations, providing feedback for future planning.

Note: All other dashboard controls like sorting, filtering, and reordering the table are available here similar to the MI module.

E. Predictions: Simulation

1. Running a Simulation

1.1 Enter Input values

1. Navigate to the Simulate tab under the Predictions module.

2. Click the Simulate button.

3. Select the time period for the simulation.

4. Adjust budgets for different drivers:

• Media drivers can be adjusted by absolute values or percentages.
• Non-media drivers can be changed only through percentage inputs.

5. You can select the media groupings to enter detailed inputs, by default both media and non media groupings will be visible.

6. To enter more detailed inputs:

• Expand the Media driver to view campaign/channel/publisher breakdown.
• You can change the scenario values or overall change in terms of percentage.

• Click the “+” icon next to a media line item to input adjustments at the investment product level (e.g., specific to Loans, Cards, etc.).
  
  

7. Once inputs are finalised, click Simulate button at the bottom. You can also keep a track of variables that you changed here.

8. Choose your preferred result type:

• High-Level Result – Quick summary output for iterative analysis.
• Detailed Result – Deeper breakdown; takes longer to process.

1.1 View weekly values

• You can view weekly values by clicking the button at the top right corner.

• You can select the media groupings of your choice (available only for media drivers) and then click the View weekly values button.
•  You can view the aggregated input values for the selected drivers.

Media values over simulation period:

• A bar or line chart compares weekly budget changes for baseline vs. simulation.
• You can click on the legend to hide/display the bars and also use the dropdown to view this as a bar or line chart.
• You can hover over it to get a pop with detailed information.

Media Data Table:

• Located below the chart
• Displays weekly scenario inputs by:
  • Media Grouping
  • Investment Product
  • Publisher / Channel
• Expand dimensions (e.g., pca, brand) to see granular detail

1.2 Modify Weekly Values

• Click Modify Weekly Values from the Aggregated Input view to manually edit inputs across weeks.
• The 5-step flow includes:

1. Select variable combinations (e.g., Paid Digital Display + All products)
2. Download template
3. Fill in the template
4. Upload and validate
5. Completion

2. Reviewing Simulation Reports

Once the simulation finishes processing, you’ll receive an email notification.
Navigate to the Simulation tab and click Show Unsaved Result to view outputs.

2.1 Viewing High-Level Report

1. Review baseline KPIs (e.g., business outcomes under current conditions) alongside the simulation scenario.
2. View key changes in output KPIs, such as total profit, effect, or business outcomes.
3. Use the “Evolution Over Time” graph to compare baseline vs. simulated projections.
4. Additional tables available:

• Investment
• Effect
• Generated Profit

2.2 Functionalities

Granularity and Filtering

• Results can be viewed at weekly or total period levels.
• Hierarchy toggles (e.g., channel → publisher → product) are not available in high-level output.
• Data table controls include:
  • Hide rows with zero values
  • Column reordering

Export Options

Click the download icon to export results to Excel for further analysis.

2.3 Refining Simulation

• You may:
  • Adjust inputs and run another iteration, or
  • Click Get Detailed Result to generate in-depth outputs.
• You’ll be notified by email once detailed results are ready.

3. Viewing a Detailed Report

1. Go to the Simulation tab and click Show Unsaved Result.
2. This will open the high level results and at the buttom of the page, you willl find a button to show detailed result.

3.1 Exploring Detailed Results

• At the top, review the Input Summary (e.g., drivers adjusted, time period selected).

For example,

• Below, view the Output Summary, including:
  • Total Investment
  • Total Effect
  • Total Profit
  • % Change from Baseline to Simulation (colour-coded: green = increase, red = decrease)

3.2 Evolution Over Time Graph

• Hover over data points to view:
  • Baseline values
  • Simulation values
  • % Change

• Visual cues:
  • Media and Non-Media are displayed separately.
  • You can toggle between group views for clarity.

3.3 Exploring Media and Non-Media Data Tables

• Media Table:
  • Navigate through breakdowns: Grouping → Channel → Publisher
  • Drill down to investment product level where applicable
• Non-Media Table:
  • View detailed output for non-media drivers (e.g., pricing, external factors)

Controls include:

• Granularity Toggle (weekly/monthly)
• Filters (e.g., hide zero rows)
• Column Reordering for comparison

4. Saving the Simulation

In the detailed results page, at the bottom-right of the report view, click the Save Simulation button.

4.1 Entering Simulation Details

• Provide a Title (e.g., “Q4 Budget Shift – Portfolio Model”)
• Optionally, add a Description

4.2 Saving Options

Choose one of the following:

1. Private Save:
   • Visible only to you
   • Suitable for personal analysis or drafts
2. Public Save:
   • Shared with your team
   • You can save into a shared folder or create a new one

Click Save to confirm.

D. Activities

1. Accessing the Activities Tab

1. Click on the Activities icon from the main menu.

2. Viewing Saved Files

1. Browse between:

   • Private Files – Simulations or optimisations saved only by you

   • Shared Files – Files shared by you or your team or organisation

2. Select the saved simulation or optimisation (e.g., “Demo Document”).

3. You can also note which optimisation plans are active.

4. You can rename and delete an activity

3. Interacting with Saved Results

1. Select an Folder and choose the file:

2. Select the file you want to view. Click on three dots to modify, activate, move or even delete a file from here.

3. View the result:

• Expand to full screen

• Compare side-by-side (if more than one optimisation is selected)

• View details across media dimensions

4. Drill down by selecting different KPIs per Investment Product such as:

• Media Investment

• Media Generated Output

• Cost per Action

5. Sort the data in ascending or descending order and rearrange breakdowns as needed.

6. Apply filters and modify the data view (hierarchy and granularity) similar to how you did in optimisation section.