The Media Insights module in the Portfolio Model enables you to assess how media investments influence not just individual product outcomes but the full brand portfolio. 
The key functionality is the ability to switch between product lines and media effect types to observe how media performs in aggregate and across inter-product relationships.


TABLE OF CONTENTS


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.