TABLE OF CONTENTS

• A. Long-term Models
• B. Unified Date Picker 
• C. Uploading Excel Templates from Previous Sessions

A. Long-term Models

This release launches long‑term models in the Insights Platform, enabling evaluation of both short‑term and sustained (long‑term) media impact on sales and brand equity. In Media Insights, you can view effects over time and by channel, with ROI across all time horizons. In Business Insights, you see the combined effect on key business KPIs. The Optimiser now supports long‑term models for Total Sales in both budget‑based and target‑based modes.

What’s new

• Long‑Term Models - Media Insights (MI)
  • Media Performance Over Time chart showing three stacked effects: Short‑term Direct, Short‑term Indirect, and Long‑term Indirect.
  • Extended view beyond the modelling period: shows decay of short‑term effects and continuation of long‑term impact until 90% of the long‑term contribution is visualised.
  • Distribution by Media Channel: bar chart with channel‑wise breakdown of short‑ and long‑term effects.
  • ROI analysis: ROI available across all time horizons. 
• Long‑Term Models - Business Insights (BI)
  • Displays the combined effect (short‑term + long‑term), similar in concept to Direct/Indirect models.
  • Visualisation focuses on the total media‑driven impact on business KPIs. 
• Optimiser for Long‑Term Models
  • Objective includes all three components: Short‑term Direct, Short‑term Indirect, Long‑term Indirect.
  • Modes supported: Budget‑based and Target‑based optimisation for Total Sales.
  • Results: Total media allocation and predicted sales outcomes, with ROI reflecting all time horizons.
  • Profit: currently uses fixed profit factor = 1000 (temporary). 

Note: Profit and ROI figures are available up to the model end date. For the long-term period, profit values are not displayed, as profit margin data is not available for that timeframe.

Click here to find user guide for Long-term models

B. Unified Date Picker 

The new date picker provides a consistent way to select both primary and comparison periods across Media Insights and Business Insights. It supports presets and custom ranges, with clear labels and enforced duration matching.

Key Features

• Primary & Comparison selection: Choose from presets or define custom ranges. Both periods are clearly labelled in the header.
• Dynamic updates: Visualisations and summary cards update instantly as selections change.
• Presets: Includes “Same period last year” and “Preceding period” for quick selection.
• Inline guidance: If a comparison is not available for a section, an inline message will appear.

C. Uploading Excel Templates from Previous Sessions

This feature allows users to upload Excel templates for weekly simulator input that were generated in previous sessions, provided the format remains unchanged. This enhancement is designed to improve collaboration and reduce the need to regenerate templates for each upload.

Workflow Steps

1. Navigate to Modify Weekly Values in the Simulator module.
2. Download and fill in the Excel template as usual, or use a template previously downloaded in an earlier session.
3. Upload the completed template back into the system.
4. Validation: The system checks your file for structure and format.
   • If the template matches the expected format, the upload is accepted.
   • If there are extra or missing columns, or the structure does not match, an error message is displayed.

What's changed?

• Baseline & Scenario sheets with formula support

• Bulk Upload & Copy-Paste:

Users can now bulk upload data or copy and paste large data ranges directly into the Simulator Excel template, making it much faster to prepare and update scenarios, especially for complex or high-volume projects.

• Template re‑use without re‑work

• Built‑in schema validation

On upload, the platform validates structure and flags mismatches. Extra or missing columns trigger clear error messages so you can correct and retry quickly. Applies to all model types.