1. Sub-Model Analysis Tab in Simulator Outputs

Overview

A new “Sub-Model Analysis” tab has been added to the Simulator results view, enabling detailed decomposition of sub-model KPIs. This enhances the Simulator by providing visibility into how simulation changes affect not only the primary KPI, but also brand and non-paid KPIs such as Awareness, Consideration, Organic Traffic, and other sub-model objectives.

This enables users to evaluate trade-offs across multiple business outcomes within a single simulation.

Why this feature matters

Previously, simulation outputs focused primarily on the main KPI, limiting visibility into broader business impacts.

With this enhancement, users can:

• Understand the impact of changes across brand and non-paid KPIs
• Evaluate trade-offs between performance and long-term brand outcomes
• Make more informed and balanced planning decisions

Where to find this in the UI

Navigate to:
Simulator → Detailed Output → Sub-model objective performance

You will also see KPI impact reflected across:

• Overall summary tab
• Media and Non-media data tables
• Sub-model objective performance tab

How it works

Step 1: Run a simulation

• Configure simulation inputs (media and non-media variables)
• Execute the simulation

Step 2: View overall KPI changes

In the Overall summary section:

• Key metrics such as:
  • Total Investment
  • Total Effects
  • Total Revenue / Profit

are displayed with:

• Baseline values
• Simulation values
• Percentage change

Step 3: Analyse sub-model KPI impact

Navigate to Sub-model objective performance:

• View percentage change vs baseline for supported sub-model KPIs
• Includes:
  • Brand KPIs (e.g. awareness-type metrics)
  • Non-paid KPIs (e.g. organic or external drivers)

Step 4: Explore detailed breakdowns

Media data table

• Displays:
  • Investment
  • Effects
  • Revenue / Profit
• Includes:
  • Baseline vs Scenario comparison
  • % change for each dimension (e.g. channels like Paid Search, TV)

Non-media data table

• Displays impact from:
  • Competitor activities
  • Organic drivers
  • External factors
• Shows:
  • Baseline vs Scenario values
  • % change for each category

Step 5: Track changes over time

The Evolution over time visual:

• Compares:
  • Scenario vs Baseline
• Separates:
  • Media groupings
  • Non-media groupings

This helps users understand how changes evolve throughout the simulation period.

Key behaviour

• KPI changes are shown as percentage change vs baseline
• Updates dynamically when:
  • Optimisation plans are loaded
  • Media inputs are modified
  • Non-media variables are adjusted
• Results are available in:
  • Detailed Output view only

Important limitations

• Sub-model KPI values are currently shown as:
  • Percentage change only (for branding KPIs)
• Baseline and scenario values for brand KPIs are not displayed
• Sub-model KPI results are:
  • Visible in Detailed Output
  • Not yet fully available in saved simulation plans (Activities view)

Things to keep in mind

• Brand KPIs currently do not include a saturation function
• This means:
  • Values may exceed expected ranges
  • Guardrails act as guidance to control extremes
• Always review multiple KPIs together to understand full trade-offs

2. Dedicated Optimiser Configuration Page