The Portfolio Long-Term Model introduces enhanced options for breaking down and viewing media impact. Users can analyse effect types by investment source, product line, or time-based behaviour using dedicated toggles and filters. This section explains how to work with media effect types, the impact toggle, and observed vs consolidated views to uncover both short- and long-term performance drivers.

TABLE OF CONTENTS

• 1. Media Effect Types
• 2. Product Line Selection
• 3. Impact Toggle (Effect Breakdown)
• 4. Attribution Method: Observed vs Consolidated
• 5. Example Interpretations
  • 5.1 iPhone - Cross - Short term Indirect
    • A. Media Performance Over Time
    • B. Media Performance Summary
    • C. Media Performance on Data Table
  • 5.2 iPad - Cross Media Effect - Long-Term Indirect 
  • 5.3 iPhone - Halo Media Effect - Combined 
  • 5.4 Total Product - Halo Media Effect - Combined

1. Media Effect Types

Use the Media Effect dropdown (top centre of dashboard) to filter results by the type of media impact being analysed. Available options include:

• Direct
   • Impact of a product’s marketing on its own performance
   • E.g. iPhone ads driving iPhone sales
• Cross
   • Media marketing from one product influencing the product in focus
   • E.g. iPhone ads contributing to iPad sales
• Halo
   • Impact of non-modelled product's campaigns influencing the others
   • E.g. iMacs campaign affecting Airpods
• Global
   • Overall brand-level impact on the selected product 

               • E.g. Apple brand campaigns affecting sales of iphones

The selection updates all graphs, summary cards, and data tables to isolate the chosen type of media contribution.

2. Product Line Selection

Use the Product Model dropdown to define the focus of your analysis. Available selections:

• Total
   • Aggregates sales and effects across all modelled products
• Airpods, iPhone, or iPad
   • Focuses analysis on a single product’s performance - isolating how different types of media mix affected that product

3. Impact Toggle (Effect Breakdown)

The Impact Toggle becomes available when you change the widget’s Data Grouping to ‘By Impact’. This toggle allows you to select which type of media-driven effect to display. Options include:

• Short-Term Direct
   • Immediate effect from the product’s own media mix
   • E.g. Airpods media → Airpods sales this week
• Short-Term Indirect
   • Near-term secondary effects caused by other media mix
   • E.g. iPhone media → spike in Airpods queries and sales within a short window
• Long-Term Indirect
   • Delayed brand equity-driven effects from media investments
   • E.g. iPad media from 6 months ago contributing to current Airpods sales

We also have a special view -

• Combined
   • Wherein all three effect types above is shown
   • Used to view total impact regardless of timing or source

The chart, summary cards, and data table all update to reflect the selected impact type - offering clarity on how different investment strategies contribute to different effect pathways.

4. Attribution Method: Observed vs Consolidated

Use the Effect toggle (top-left) to choose between two attribution methods:

• Observed View is ideal for:
   • Campaign phasing
   • Understanding long-term brand decay
• Consolidated View is ideal for:
   • Budget effectiveness comparison
   • ROI calculation for media periods

Both modes show the same total impact over time, but with different distribution and attribution logic.

5. Example Interpretations

This section details how to interpret the media impact on different product lines using different  views and toggles within the Portfolio Long-Term Model.

5.1 iPhone - Cross - Short term Indirect

We will use the following configuration:

• Product Model: iPhone
• Media Effect: Cross
• Impact Toggle: Short-Term Indirect
• Attribution Type: Observed
• Period: 29 Jan 2023 → 13 Apr 2024

We will analyse three components of the Media Insights module. The goal is to evaluate the efficiency and effectiveness of external media investments (Airpods, iPad) on iPhone sales uplift, specifically via short-term indirect response.

A. Media Performance Over Time

This dual-axis view plots:

• Bar Chart (Media Investment): Amount spent on media by other investment products (Airpods, iPad)
• Line Chart (Media ROI): iPhone's attributed short-term indirect ROI from those investments

Key Observations from Q1 2023 to Q1 2024:

• Multiple spikes in Airpods investment, notably across Q1 and Q3 2023
• Marginal iPad spend in Q1 2024 (~£16K)
• Despite active investment windows, Media ROI remains flat at 0 throughout

Interpretation:

• The disconnect between spend and ROI suggests that media synergies between Airpods/iPad and iPhone are weak in short-term timeframes
• This may be due to:
   • Misalignment in messaging or audience targeting
   • Weak halo or brand spillover from the creative or placement
   • Short sales attribution windows that fail to capture the response lag
• Despite observed spend bursts, the iPhone product is not benefiting in measurable short-term indirect uplift from other products' campaigns.

B. Media Performance Summary

This section shows the aggregated impact view, broken down by KPI and investment source.

Metrics Breakdown:

• Total Media Investment (GBP): £5.6M
   • Airpods: £5.5M (~98.7%)
   • iPad: £72.1K (~1.3%)
• Attributed Media Profit on iPhone (Short-Term Indirect): £1,163
   • Airpods: £1,072
   • iPad: £90.9
• Overall Media ROI: 0.00
   > No return relative to investment; loss-making position
• Cost Per Action (CPA):
   • Overall: £4,803
   • iPad: £793.5
   • Airpods: £5,936

Performance Assessment:

• Media ROI at zero confirms that £5.6M in spend failed to produce profitable impact
• CPA values are extremely inflated, especially for Airpods, suggesting poor conversion or mismatch in attribution
• Even though Airpods is driving ~99% of media spend, its relative profit share is negligible

As a marketer, this flags a channel-product alignment issue — the campaign may be generating brand lift for Airpods but is ineffectively influencing iPhone demand within a short time horizon

C. Media Performance on Data Table

The media data table breaks down impact across media types, enabling granular diagnosis.

Key Channel Findings:

• Affiliate is the only relatively efficient contributor (~£2,144 CPA), though still unprofitable
• Paid Search receives the largest budget but delivers only £121.4 in profit — a staggering mismatch (ROI < 0.01%)
• Paid Social and Paid Video both exhibit extremely poor cost efficiency, suggesting either incorrect targeting or delayed conversion not captured in ST-indirect scope

iPad Paid Social Impact:

• Despite only £72K investment, it generated £90.9 in profit — again insufficient for ROI but notable for future reallocation testing

Overall, this signals a need for attribution re-evaluation, potential shift to long-term indirect analysis, and channel mix rebalancing in future cross-product portfolio planning.

5.2 iPad - Cross Media Effect - Long-Term Indirect 

Now we will set the Configuration:
 • Product: iPad
 • Media Effect: Cross
 • Impact Type: Long-Term Indirect
 • Period: Q4’24
 • View: Observed