The Prediction Module is designed to help us forecast outcomes and optimise marketing investments. It allows us to simulate different marketing strategies and predict their impact on business metrics like sales, profit, or ROI.


TABLE OF CONTENTS


The Optimise feature supports strategic budget planning through two sub-functions:

  • Investment Optimisation – Allocate a defined budget across drivers to maximise impact.

  • Target Optimisation – Predict the cost required to meet a defined sales or performance target.




1. Using Investment Optimisation

Use this when you have a fixed budget and wish to maximise effectiveness.


Steps:

  1. Click the Optimise button.

  2. Select Investment Optimisation.

  3. Define the time period for the optimisation (e.g., current month). 

    Note: You may apply constraints to shorter sub-periods (e.g., a specific week).

  4. Enter the total available budget (e.g., €100,000).

  5. Add any constraints as needed:

    • Fixed Constraint: Allocate a specific amount to a particular media driver.
      Example: Fix €1,000 for Publisher "Spotify" under Paid Audio.

    • Minimum Constraint: Set a lower spending limit.
      Example: Allocate at least €1,000 for France 1 (Paid TV).

    • Maximum Constraint: Set an upper spending limit.
      Example: Do not exceed €2,000 for France 1 (Paid TV).

  6. Click Add Constraint – the system will validate each constraint before applying.

  7. Optionally, tick the box to receive an email notification once the optimisation completes.

  8. Click Optimise to start the process. A blinking indicator will appear during execution.

  9. Once complete, results can be saved in the Activity section.




2. Using Target Optimisation

Use this when you have a fixed goal (e.g., 1,000 ticket sales) and want to determine the required budget.


Steps:

  1. Return to the main Optimise view and select Target Optimisation.

  2. Choose the time period.

  3. Set the maximum available budget and define the target (e.g., increase in ticket sales).

  4. Add applicable constraints as in Investment Optimisation.

  5. Click Optimise.

  6. Once complete, results are viewable and storable in the Activity section.



Note that results are subject to probabilistic uncertainty, especially for long-range forecasts.


3. Reviewing Optimisation Results
 

  • Optimisation at times takes a while to load, you will be notified via mail once that is ready. 
  • You can access the optimisation result in the prediction module page by clicking on the Show Unsaved Result button in the optimisation tile.



3.1 Understanding Your Plan and System-Generated Alternatives

  1. The system displays three plans:

    • Your Plan – Your configured plan with defined constraints.

    • Your plan with no constraints – Your plan excluding media constraints; this version calculates the best outcome without any limitations.

    • Suggested Alternative – A system-generated plan using 90% of the originally defined investment, while applying the same constraints.



3.2 Reviewing Input and Output

  1. Click on the Input/Output tab to compare all the defined KPIs.

  2. Proceed to the Overall Summary for a comparative analysis of:

    • Media Investment

    • Generated Profit

    • Cost per Action

    • ROI (Return on Investment)

  3. Colour-coded indicators (green for increase, red for decrease) reflect % increases or decreases across KPIs relative to your original plan. 

  4. You can go back and modify the input at any point of time.



3.3 Sales Forecast Interpretation:

  1. Results include sales forecasts with confidence intervals:
  • 90% Probability: Minimum expected ticket sales.

  • 10% Probability: Maximum expected ticket sales.

Example: “With 90% certainty, 652 tickets will be sold; with 10% certainty, up to 921 tickets may be sold.”


3.4 Navigating Through Detailed Visuals

  1. Use the Widget Panel to adjust the view hierarchy by media grouping, campaign type, channel, publisher, or creative format.

  2. Visuals and graphs will update accordingly similar to the media insights module, offering:

    • Investment breakdown by channel (e.g., Paid, Radio, Social)

    • Tickets generated per channel

    • Profit and ROI distributions across your custom hierarchies



4. Saving the Optimisation

  1. Each plan can be saved independently. 
  2. Scroll to the bottom of the page and navigate to save plan button.

 

4.1 Enter Optimisation Details

  1. Fill in the Title for your optimisation (e.g., "Demo Document").
  2. Optionally, add a brief description.

4.2 Choose Saving Options

You can save the optimisation in two ways:

  1. Private Save:
    • Visible only to you.
    • Select this if the file is for personal use or testing.
  2. Public Save (Shared):
    • Share the file with your team.
    • Select a shared folder or create a new folder for organisation (e.g., Demo Document).

Confirm your selection and click Save.



5. Activating an Optimisation

This functionality allows you to activate an optimisation plan and later track its actual performance in the Media Insights (MI) section. It supports evidence-based evaluation by highlighting how close actual results were to predicted outcomes.


5.1 Go to the Activities Section

  • Navigate to the Activities tab on the platform.

  • Locate the optimisation you want to activate.

5.2 Activate the Optimisation

  • Click the three-dot menu () on the right-hand side of the desired activity row.

  • Select Activate from the dropdown.

  • A confirmation popup appears stating:

  • This message reminds you that the prediction will only hold if media investments are executed according to recommendations.

  • Click CONFIRM to proceed.

  • After confirming, the platform automatically downloads the Buying Brief as an Excel file.

  • This file contains all the media investment recommendations required to implement the optimisation plan.


5.3 View Activated Optimisation in MI

  • You will be automatically redirected to Media insights module or you can Go to the Media Insights module.

  • Use the date filter to match the optimisation period (e.g., 1 Apr '25 – 30 Jun '25).


5.3.1 Media performance graph

  • The activated period will be highlighted on the performance graph.

 

  • Click on it to view in detail.



5.3.2. Media Performance Summary 

  • Compare the actual values against the predicted metrics suggested by the optimisation.

  • You can click on the dimensions to drill down further.



 


5.3.3. Media Performance Data Table.

  • Analyse values across dimensions:

  • Compare Actual vs Predicted values

  • Expand rows to drill down the media hierarchy.




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