While Media Insights focuses on paid media activities, Business Insights provides a holistic view- overall marketing performance, incorporating macroeconomic factors, pricing, product availability and more.


TABLE OF CONTENTS


1. Analyse the overall performance

Important: When switching from another module (like Media Insights), the time period resets to default. Re-select the appropriate date range from the time period filter at the top right.


1.1. View Total Sales for the Selected Period

  • At the top, view the total sales volume of the selected product (e.g., number of airline tickets sold).

  • Hover over the total sales number to reveal:

    • Total positive contributions

    • Total negative contributions

    • The resulting net sales




1.2. Use the Tree Map to Explore Drivers


1.2.1 Each tile in the Tree Map represents a unique business driver, with size indicating its impact and colour indicating its category.


1.2.2 The tiles above the white line represents the positive drivers and below it represents the negative drivers. A single business driver can have both negative and positive impact on sales.


1.2.3 The legend on the right helps interpret the Tree Map by mapping colours to business drivers and indicating their corresponding values and percentage shares. Example:

  • Cyan: Paid Media

  • Lavender: Macroeconomic Drivers

1.2.4 Hover over any tile to view:

  • Driver name

  • What the driver is all about

  • Contribution value

  • Contribution direction (positive or negative)



1.2.5 To drill down into a driver:

  • Click on a tile (e.g., Macroeconomic Factors)

  • Sub-drivers will appear (e.g., Inflation Rate, Consumer Confidence)

  • Continue clicking to drill deeper until no further levels remain.

  • You can also drill down by clicking on the legends.



1.2.6 To return to a higher level:

  • Click the back arrow on the top left of the chart.

1.2.7 Use the Group-By Dropdown to change the view:

  • Group by channel

  • Group by publisher

  • Group by driver type, etc.


1.3. Switch to the Waterfall View


1.3.1 Click the view toggle button to change from Tree Map to Waterfall Chart.

1.3.2 Identify the Total Metric

  • Locate the Total on the far right of the chart.
  • This shows the final sales (e.g. 102.7K tickets) after accounting for all driver impacts.

1.3.3 Understand Each Column as a Driver

  • Each vertical column in the chart represents a driver (e.g. Base, Paid Media, Macro-Economical Factors).
  • The height of each column indicates the magnitude of that driver’s contribution.
  • Columns with green numbers at the top are positive contributors — they increase the total.
  • Columns with red numbers at the top are negative contributors — they decrease the total.
  • On top of each column, you'll find the absolute value of the contribution (e.g. +22.0K or -9.4K).
  • At the bottom of each column, the percentage shows how much that driver contributes to the final total relative to the others (e.g. Paid Media contributes 21.4%).


1.3.4 Locate and Understand Minor Contributors

  • Drivers with relatively small contributions are grouped as stacked grey column under “Minor Contributors.”
  • These may include several low-impact drivers, both positive and negative.
  • You can click “Expand 2 minor contributors” to see these broken out individually if needed.
  • Scroll horizontally to see all driver names

1.3.5 Use the “Show Legends” Option to view colour coding and details for each driver.


1.3.6 You can drill down by clicking on either the columns or on the legends.



2. Understand Evolution over time

This section shows how sales and driver contributions have evolved over time, with a comparison to the previous period. 


2.1 Read the Timeline Graph

  • The chart uses a Timeline View with monthly/weekly intervals based on selected granularity on the X-axis.

  • The Y-axis shows the sales values.

  • Use the drop-down menu to change granularity:
    • Monthly
    • Quarterly, etc (depending on data availability)

2.2 Interpret the Stacked Bar Chart

  • Each vertical bar represents a single month/week.

  • The bar is divided into coloured segments, with each segment representing a different driver (e.g., Base, Paid Media, Macroeconomic Factors, Inbound Calls).

  • The height of each segment reflects the magnitude of that driver’s contribution in that month.

  • Hover over a bar to view:
  • Sales volume
  • Breakdown of contributing drivers
  • Previous period values for the same timeframe.
  • You can click on a column to focus on that particular time period.

2.3 Understand the Line Graph Overlay

  • A line graph overlays the stacked bars, connecting data points across months.

  • Each data point on the line corresponds to total sales for the month/week.

  • This line helps highlight trends or shifts over time more clearly than bars alone.

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

  • When drilled down Total line without filter appears for comparison


2.4 Toggle to Graphical Table View

  • Toggle to the Graphical Table View for a matrix-style layout.

  • Each column represents a driver and each row a time period (e.g., months/weeks).

  • Scroll left or right using keyboard arrows or mousepad to view all drivers

  • View modes:

    • Focus into columns: The bar graph represents actual values.

    • See Context: The bar graph is relative to the strongest contributor in each column.




2.5 Explore Data Table View

  • Switch to the Data Table View a familiar view from media insights module.

  • Offers a detailed, number-based layout of driver contributions to sales per time period.

2.6 Customise Columns

  • Click the Column Settings icon.

  • Choose actions:

    • Hide specific columns (e.g., remove less relevant drivers)

    • Reorder columns via drag-and-drop. For example, move Product Pricing to the first column

  • The visual updates automatically based on your custom layout.


2.7 Export the Data  

  • Click the Download icon.

  • Choose from:

    • Displayed Values Only – What is visible on screen

    • Full Dataset Grouped – All grouped contributors

    • Full Dataset Granular – The entire dataset based on granularity selected

  • Files are exported in Excel format (.xlsx).



3. Compare with the previous period

This section visually compares current period performance to the previous period, driver by driver.


3.1 Interpret the Comparison Chart

  • Each driver is represented by three columns, showing:

  • Current period performance
    • Previous period performance
    • Direction and magnitude of change
  • Colour logic:
    • Green = Increased impact
    • Red = Decreased impact
    • Grey = Neutral or unchanged

3.2 Refine the View

  • Collapse to hide less significant drivers
  • Expand to show all contributors