Group 1: Overview - Business & Finance Lens
7 Report Pages | Users: Country Head, Media Head, Finance Head, Commercial Lead | Frequency: Monthly
1.1 Media Investment & Funnel Mix Overview
Source: Media iO, BAS/CMP File | Q: How much do we invest in media? Are we maintaining healthy funnel mix?
Filters
GA / Market:
Brand / BU:
Time:
Channel:
1. Total Media Spend Scorecard
$12.5M
Total Media Spend (Actual)
+8.2% vs LY
$15.8M
Total Media Spend (Forecast FY)
79.1%
% of Total Budget Utilized
2. Funnel Spend Mix (Stacked Bar / Donut)
📊
Donut Chart: Funnel Spend Distribution
| Funnel | Spend | % Mix |
|---|---|---|
| Upper (Awareness) | $4.8M | 38% |
| Mid (Consideration/Traffic) | $3.2M | 26% |
| Lower (Search/Retail/Social Commerce) | $4.5M | 36% |
📈
Stacked Bar: Funnel Mix by Market (VN/PH/TH/JP)
3. Monthly Spend Trend by Funnel (Line Chart)
📉
Line Chart: Monthly spend trend split by Upper / Mid / Lower funnel
X: Month | Y: Spend ($) | Lines: Upper, Mid, Lower
X: Month | Y: Spend ($) | Lines: Upper, Mid, Lower
| Month | Upper | Mid | Lower | Total |
|---|---|---|---|---|
| Jan | $1.5M | $0.9M | $1.2M | $3.6M |
| Feb | $1.6M | $1.1M | $1.5M | $4.2M |
| Mar | $1.7M | $1.2M | $1.8M | $4.7M |
1.2 Branding Investment vs TO Plan (B-Smart)
Source: iO Media Planning, Finance/BMI Actuals | Q: Are we investing sufficiently vs TO ambition?
Filters
GA / Market:
Brand / Category:
Time:
1. Actual + Forecast vs BOY Plan (Waterfall)
$15.8M
BOY Plan
$12.5M
Actual YTD
$16.2M
Forecast Full Year
+2.5%
Variance vs BOY
📊
Waterfall Chart: BOY Plan → Actual YTD → Forecast FY
Shows build-up and variance
Shows build-up and variance
2. Variance Analysis & 3. Elasticity Indicator
| Market | BOY Plan | Actual | % Var |
|---|---|---|---|
| VN | $8.2M | $7.8M | -4.9% |
| PH | $4.1M | $4.3M | +4.9% |
| TH | $3.5M | $3.4M | -2.9% |
📈
Scatter Plot: Media Spend-to-TO Elasticity
X: Media Spend | Y: TO | Bubble: Brand
X: Media Spend | Y: TO | Bubble: Brand
1.3 Branding Spend Mix vs TO Contribution
Source: Media iO raw files | Q: Are we investing behind the right business priorities?
1. Spend vs TO Contribution Matrix (Bubble Chart)
📊
Bubble Chart: X = % Media Spend | Y = % TO Contribution | Bubble size = Absolute TO
Quadrants: Over-invested / Under-invested / Balanced
Quadrants: Over-invested / Under-invested / Balanced
2. Mix Comparison Bars
| Dimension | % Media Spend | % TO Contribution | Gap |
|---|---|---|---|
| BU: Home Care | 35% | 28% | Over +7% |
| BU: Beauty & Personal Care | 40% | 45% | Under -5% |
| BU: Nutrition | 25% | 27% | Balanced |
1.4 Branding Spend Pacing & TO Support
Q: Are we spreading spending to match TO phasing?
1. Monthly Pacing Line & 2. Elasticity Trend
📉
Line Chart: Media Spend vs Plan vs Forecast by Month
+ Heatmap: Over/Under pacing vs TO phasing
+ Heatmap: Over/Under pacing vs TO phasing
| Month | Plan | Actual | % Var | Elasticity Index |
|---|---|---|---|---|
| Jan | $3.2M | $3.0M | -6.3% | 1.02 |
| Feb | $3.5M | $3.8M | +8.6% | 1.15 |
| Mar | $4.1M | $4.0M | -2.4% | 1.08 |
1.5 Commerce Media Investment vs GMV Growth
Q: Are we investing enough in Digital/Social Commerce for GMV growth?
KPI Scorecards
$5.2M
Commerce Media Spend (Actual)
$28.5M
GMV (Media Attributed)
5.5x
ROAS
18.2%
% Media GMV Contribution
Actual + Forecast vs BOY Plan & ROAS Trend
📊
Bar + Line Combo: Media Spend vs GMV Plan (Bars) + ROAS Trend (Line)
Filters: Platform (Retail Media, Social Commerce), Market, Brand
Filters: Platform (Retail Media, Social Commerce), Market, Brand
1.6 Commerce Spend Mix vs GMV Contribution
Q: Are digital investments on right priority brands/SKUs?
1. Spend vs GMV Matrix & 2. Top/Bottom Contributors
📊
Bubble Chart: X = % Media Spend | Y = % GMV Contribution
Same logic as branding but GMV-focused
Same logic as branding but GMV-focused
| Hero Brand | Spend | GMV | ROAS |
|---|---|---|---|
| Dove | $800K | $5.2M | 6.5x |
| Sunsilk | $650K | $3.8M | 5.8x |
| Lifebuoy | $500K | $1.5M | 3.0x |
1.7 Commerce Spend & GMV Pacing
Q: Are we pacing retail media correctly to match GMV phasing?
Monthly Pacing + ROAS Trend + Variance
📉
Line Chart: Media GMV vs Plan vs Forecast
+ Line: ROAS Current vs PY
+ Indicators: % Variance vs PY and Plan
+ Line: ROAS Current vs PY
+ Indicators: % Variance vs PY and Plan
| Month | Media GMV | Plan | ROAS | % Var vs PY | % Var vs Plan |
|---|---|---|---|---|---|
| Jan | $8.5M | $8.0M | 5.2x | +12% | +6.3% |
| Feb | $9.2M | $9.5M | 5.5x | +15% | -3.2% |
| Mar | $10.8M | $11.0M | 5.8x | +18% | -1.8% |
Group 2: Brand Performance - Media x Brand Health
5 Active Reports | Users: Brand Lead, Media Lead, Commercial Lead | Frequency: Monthly/Quarterly
2.1 Google Brand Lift Studies (BLS)
Source: Google Ads API | Markets: VN, PH, TH, JP | Automated | Monthly
Filters
Market:
Brand:
Campaign:
Period:
Brand Lift KPI Scorecards
+4.2%
Ad Recall Lift
Significant
+2.8%
Awareness Lift
Significant
+1.5%
Consideration Lift
Not Significant
+1.1%
Purchase Intent Lift
Not Significant
BLS Results by Campaign
| Campaign | Brand | Market | Ad Recall %Lift | Awareness %Lift | Consideration %Lift | Significant? |
|---|---|---|---|---|---|---|
| Dove Summer 2025 | Dove | VN | +5.1% | +3.2% | +2.0% | Yes |
| Rexona Active | Rexona | PH | +3.8% | +2.5% | +1.2% | Yes |
| Sunsilk Shine | Sunsilk | TH | +2.1% | +1.0% | +0.5% | No |
BLS Trend Over Time (Line Chart)
📈
Line Chart: % Lift trend by month for each BLS metric
X: Month | Y: % Lift | Lines: Ad Recall, Awareness, Consideration, Purchase Intent
X: Month | Y: % Lift | Lines: Ad Recall, Awareness, Consideration, Purchase Intent
2.2 Tiktok Brand Lift Studies (BLS)
Source: Tiktok Ads API | Market: VN | Automated | Monthly
Tiktok BLS Scorecards
+6.5%
Ad Recall Lift
+3.8%
Awareness Lift
+2.2%
Brand Association Lift
+1.8%
Purchase Intent Lift
BLS by Campaign & Audience Segment
| Campaign | Audience | Ad Recall | Awareness | Brand Assoc. | Purchase Intent |
|---|---|---|---|---|---|
| Dove Body Wash | Female 18-34 | +7.2% | +4.5% | +3.1% | +2.0% |
| Dove Body Wash | Female 35-44 | +5.8% | +3.1% | +1.8% | +1.5% |
| Clear Men | Male 18-34 | +4.2% | +2.8% | +1.5% | +1.2% |
2.3 Kantar BGS - Brand Health Tracking
Source: Kantar BGS | Markets: VN, PH, JP | Automated | Monthly
Brand Health Scorecards
128
Brand Power Index
+3 vs LQ
135
Salient
+5 vs LQ
118
Meaningful
+1 vs LQ
112
Different
-2 vs LQ
Brand Awareness Metrics
| Brand | Market | TOM % | Spont. Awareness % | TBCA % | DBCA % | vs LQ |
|---|---|---|---|---|---|---|
| Dove | VN | 28% | 65% | 42% | 35% | +2pp |
| Dove | PH | 32% | 72% | 48% | 38% | +1pp |
| Rexona | VN | 22% | 58% | 35% | 28% | 0pp |
Media Spend vs Brand Metrics Trendline
📈
Dual-Axis Line Chart: Media Spend (bars) vs Brand Power / TOM / Spont. Awareness (lines)
Shows correlation between media pressure and brand health metrics
Shows correlation between media pressure and brand health metrics
2.4 Kantar WPO - Consumer Purchasing Behavior
Source: Kantar WPO Panel | Markets: VN, PH, TH | Automated | Quarterly
Penetration & Purchase KPIs
42.5%
Penetration Rate
+1.2pp vs LQ
3.2x
Purchase Frequency
$4.50
Avg Spend per Trip
Penetration Gain/Loss by Brand
| Brand | Market | Penetration % | Change vs LQ | Purchase Freq | Trend |
|---|---|---|---|---|---|
| Dove | VN | 38.2% | +1.5pp | 3.4x | ↑ |
| Sunsilk | PH | 45.1% | -0.8pp | 2.8x | ↓ |
| Lifebuoy | TH | 32.5% | +0.5pp | 3.1x | → |
2.5 Nielsen Discover - Market Share (SOM)
Source: Nielsen | Markets: VN, PH, TH | Automated | Monthly
Market Share Scorecards
18.5%
Value Share (VN)
+0.8pp vs LY
22.1%
Value Share (PH)
+0.3pp vs LY
15.8%
Value Share (TH)
-0.2pp vs LY
SOM by Category & Brand
| Category | Brand | VN SOM | PH SOM | TH SOM | Trend |
|---|---|---|---|---|---|
| Skin Cleansing | Dove | 15.2% | 18.5% | 12.1% | ↑ |
| Hair Care | Sunsilk | 22.8% | 25.1% | 18.5% | → |
| Deodorants | Rexona | 28.5% | 35.2% | 22.8% | ↑ |
SOM Trend (Line Chart)
📈
Line Chart: Monthly SOM trend by category/brand
X: Month | Y: % Share | Lines: Each brand
X: Month | Y: % Share | Lines: Each brand
Group 3: Campaign Performance - Plan vs Actual
5 Reports | Users: Brand Lead, Media Lead, Marketing Specialist | Frequency: Daily/Monthly
3.1 DMPT - Social Media Campaign Performance
Source: DMPT Platform (Unilever) | Markets: VN, PH, TH, JP | Automated | Daily
Filters
Country:
Category:
Brand:
Campaign:
Period:
Overall Social Media KPIs
$2.8M
Total Social Spend
485M
Total Impressions
125M
Total Reach
68%
VTR
Cost Efficiency by Platform
| Platform | Spend | Impressions | CPM | CPCV | VTR | CTR |
|---|---|---|---|---|---|---|
| TikTok | $850K | 180M | $4.72 | $0.015 | 72% | 1.2% |
| YouTube | $920K | 145M | $6.34 | $0.028 | 65% | 0.8% |
| Meta | $780K | 120M | $6.50 | $0.032 | 58% | 1.5% |
| TTD | $250K | 40M | $6.25 | $0.025 | 62% | 0.6% |
3.2 PubU Campaign Performance (Plan vs Actual)
Source: PubU Platform | Market: VN | Automated | Daily
Campaign Plan vs Actual - Monthly View
| Metric | Jan Plan | Jan Actual | Feb Plan | Feb Actual | Mar Plan | Mar Actual | Hit Rate |
|---|---|---|---|---|---|---|---|
| Total On-Target Reach | 15M | 14.2M | 16M | 16.8M | 18M | 17.5M | 95% |
| % Reach | 45% | 42% | 48% | 50% | 52% | 51% | 98% |
| Frequency | 4.5 | 4.8 | 4.5 | 4.2 | 5.0 | 5.1 | 102% |
| CPR/CPRP | $2.50 | $2.35 | $2.45 | $2.60 | $2.40 | $2.42 | 96% |
| Media GMV | $5M | $5.2M | $5.5M | $5.1M | $6M | $6.3M | 105% |
| ROAS | 5.0x | 5.2x | 5.0x | 4.8x | 5.2x | 5.5x | 106% |
Platform Breakdown: TikTok
| Metric | Plan | Actual | % Hit | Status |
|---|---|---|---|---|
| Spend | $350M VND | $190M VND | 54% | Under |
| Impressions | 25M | 17.9M | 72% | Pacing |
| Reach | 16M | 5.8M | 36% | Under |
| CPM | 14,000 | 10,633 | - | Efficient |
| CPCV | 3,200 | 974 | - | Efficient |
Platform Breakdown: YouTube / Meta / TTD
📊
Same table structure: Spend, Impressions, Reach, Frequency, Video Views, Completed Views, CPM, CPCV
Plan vs Actual columns by month | % Hit Rate with Red/Amber/Green flags
Plan vs Actual columns by month | % Hit Rate with Red/Amber/Green flags
3.3 Philippines PVA Dashboard V1
Source: Philippines Market | Market: PH | Automated | Monthly
PH Campaign Plan vs Actual
| Platform | Metric | Plan | Actual | % Hit |
|---|---|---|---|---|
| TikTok | Spend (PHP) | 1.33M | 1.39M | 104% |
| TikTok | CPM | 26.0 | 23.9 | Better |
| YouTube | Spend (PHP) | 2.08M | 2.67M | 128% |
| YouTube | CPM | 35.4 | 39.8 | Worse |
| Meta | Spend (PHP) | 5.51M | 2.52M | 46% |
| Meta | CPM | 29.1 | 19.2 | Better |
3.4 Thailand PVA Dashboard V1
Source: Thailand Market | Market: TH | Automated | Monthly
TH Campaign Plan vs Actual
| Platform | Metric | Plan | Actual | % Hit |
|---|---|---|---|---|
| TikTok | Spend (THB) | 600K | 54K | 9% |
| TikTok | CPM | 38.8 | 28.5 | Better |
| TikTok | Impressions | 15.4M | 1.9M | 12% |
| YouTube | Spend (THB) | - | - | No Data |
| Meta | Spend (THB) | - | - | No Data |
3.5 PubU 1PD Dashboard
Source: PubU 1st Party Data Platform | Market: VN | Automated | Daily
1PD Audience KPIs
2.5M
Total 1PD Audiences Built
1.8M
Enriched Profiles
1.2M
Activated Audiences
68%
Match Rate
Audience Build & Activation Funnel
📊
Funnel Chart: Data Collected → Profiles Built → Enriched → Activated
+ Table: By channel activation (TikTok, YouTube, Meta, TTD)
+ Table: By channel activation (TikTok, YouTube, Meta, TTD)
| Channel | Audiences Activated | Impressions | CTR | Conv. Rate |
|---|---|---|---|---|
| TikTok | 450K | 35M | 1.8% | 2.5% |
| Meta | 380K | 28M | 2.1% | 3.2% |
| YouTube | 250K | 20M | 0.9% | 1.8% |
| TTD | 120K | 8M | 0.7% | 1.5% |
Group 4: Social First Performance
4 Reports | Users: Brand Lead, Media Lead, Marketing Specialist | Frequency: Monthly/Quarterly
4.1 Social First Spend
Source: Media Agency | Market: VN | Automated | Monthly | Q: Are we social first enough?
Social First KPIs
45%
Social Spend / Total Digital Spend
$1.2M
Total Social First Spend
$2.7M
Total Digital Spend
Social Spend Breakdown by BU / Month
📊
Stacked Bar: Monthly social spend by BU
+ Line: % Social of Total Digital overlay
+ Line: % Social of Total Digital overlay
| BU | Jan | Feb | Mar | % of Total |
|---|---|---|---|---|
| Beauty & Personal Care | $180K | $210K | $250K | 52% |
| Home Care | $120K | $130K | $140K | 33% |
| Nutrition | $50K | $60K | $80K | 15% |
4.2 Traackr - Influencer Performance
Source: Traackr Platform | Markets: VN, PH, TH | Automated | Monthly
Variety & Volume KPIs
128
No. of Influencers
342
No. of Brand Says
215
No. of Other Says
89
No. of Other Sells
Influencer Content Tracking
| Brand | Market | # Influencers | # Assets | Brand Says | Other Says | Other Sells | Engagement Rate |
|---|---|---|---|---|---|---|---|
| Dove | VN | 35 | 85 | 52 | 28 | 5 | 4.2% |
| Sunsilk | VN | 28 | 65 | 40 | 20 | 5 | 3.8% |
| Rexona | PH | 22 | 48 | 30 | 15 | 3 | 3.5% |
| Clear | TH | 18 | 42 | 25 | 12 | 5 | 4.0% |
4.3 Brainsuite ACE Score - Ad Quality
Source: Brainsuite | Markets: VN, PH, TH | Automated | Quarterly | Q: Are we in compliance?
Ad Quality Scorecards (Validity)
78%
% Green Spend Total
82%
% Green Spend Brand Say
65%
% Green Spend Others Say
Quality Score by Brand & Asset Type
| Brand | Channel | % Green | % Amber | % Red | ACE Score |
|---|---|---|---|---|---|
| Dove | TikTok | 85% | 10% | 5% | 8.2 |
| Dove | YouTube | 80% | 15% | 5% | 7.8 |
| Sunsilk | Meta | 72% | 18% | 10% | 6.9 |
| Rexona | TikTok | 68% | 22% | 10% | 6.5 |
4.4 i-Genie (BESS) - Buzz, Engagement, Sentiment, Search
Source: i-Genie | Markets: VN, PH, TH, JP | Automated | Monthly | Q: Is social driving virality?
BESS Scorecards
32%
Buzz (% Share)
+3pp vs competitor
28%
Engagement (% Share)
+2pp vs LM
25%
Search Google (% Share)
+1pp vs LM
72%
Sentiment (Net Positive)
Stable
BESS by Brand vs Competitors
📊
Radar Chart: Buzz / Engagement / Sentiment / Search by Brand vs Top 3 Competitors
+ Line Chart: Monthly trend for each BESS metric
+ Line Chart: Monthly trend for each BESS metric
| Brand | Buzz % | Engagement % | Search % | Net Sentiment |
|---|---|---|---|---|
| Dove | 35% | 30% | 28% | 78% |
| Competitor A | 28% | 25% | 22% | 72% |
| Competitor B | 22% | 22% | 20% | 68% |
Group 5: Retail Media Performance
3 Reports | Users: Commercial Lead, Media Head, dCOM Lead, Brand Lead | Frequency: Daily
5.1 dCOM Performance Dashboard
Source: E-commerce Platforms | Market: VN | Automated | Daily
dCOM Overall KPIs
$28.5M
GMV Total
+22% vs LY
5.5x
ROAS
$5.2M
Retail Media Spend
3.2%
Conversion Rate
Performance by Growth Driver
| Driver | GMV | Spend | ROAS | CPC | CR% | vs Target |
|---|---|---|---|---|---|---|
| Offtake | $12.5M | $2.1M | 5.9x | $0.15 | 3.5% | +8% |
| Search | $8.2M | $1.5M | 5.5x | $0.22 | 3.8% | +5% |
| Affiliate | $4.5M | $0.8M | 5.6x | $0.18 | 2.8% | -2% |
| Flash Sale | $2.3M | $0.5M | 4.6x | $0.35 | 4.2% | +12% |
| Self Selling | $1.0M | $0.3M | 3.3x | $0.28 | 2.2% | -8% |
Performance by Retailer
| Retailer | GMV | Items Sold | AIV | ROAS | vs Target |
|---|---|---|---|---|---|
| Shopee | $15.2M | 1.2M | $12.7 | 5.8x | +10% |
| Lazada | $8.5M | 650K | $13.1 | 5.2x | +3% |
| TikTok Shop | $4.8M | 380K | $12.6 | 5.5x | -1% |
5.2 PubU Dcom Performance
Source: PubU Agency Platform | Markets: VN, PH, TH | Automated | Daily
Cross-Market dCom Summary
| Market | GMV | Spend | ROAS | CPC | CR% | SOS (Search) |
|---|---|---|---|---|---|---|
| VN | $18.5M | $3.2M | 5.8x | $0.18 | 3.5% | 42% |
| PH | $8.2M | $1.5M | 5.5x | $0.22 | 2.8% | 35% |
| TH | $6.8M | $1.2M | 5.7x | $0.20 | 3.0% | 38% |
Ad Format & Keyword Performance
📊
Table + Bar Chart: Performance by Ad Format (Search Ads, Display, Video, Live)
+ Keyword Performance: Top/Bottom keywords by ROAS and Spend
+ Keyword Performance: Top/Bottom keywords by ROAS and Spend
5.3 Orion 2.0
Source: Unilever Orion Platform | Markets: VN, PH, TH | Automated | Daily
Orion Unified dCom View
$33.5M
Total GMV (All Markets)
5.6x
Blended ROAS
$5.9M
Total Retail Media Spend
📊
Unified Dashboard: Cross-platform, cross-market view
Impressions, Views, CTR%, Clicks, %GMV, Spend, ROAS, CPC, CR%, Items Sold, AIV, CPO
Filterable by Market, Platform, Brand, SKU, Time Period
Impressions, Views, CTR%, Clicks, %GMV, Spend, ROAS, CPC, CR%, Items Sold, AIV, CPO
Filterable by Market, Platform, Brand, SKU, Time Period
Group 6: Competitiveness (SOS/SOM)
4 Report Pages | Users: Brand Lead, Media Lead | Frequency: Monthly
6.1 Category & Brand Share of Spend (SOS) Overview
Source: Media Investment Metrics Dashboard (Manual) | Q: Are we outspending or being outspent?
Filters
Period:
Category:
Market:
1. Category Spend by Market
Vietnam (VN)
| Category | Segment | Spend | SOS |
|---|---|---|---|
| Deodorants | Men | $1.2M | 28% |
| Deodorants | Women | $0.8M | 22% |
| Oral Care | Generic | $1.5M | 32% |
| Skin Cleansing | Bars | $0.5M | 18% |
| Total | $4.0M | 100% | |
Thailand (TH)
| Category | Segment | Spend | SOS |
|---|---|---|---|
| Deodorants | Men | $0.9M | 25% |
| Oral Care | Premium | $1.1M | 30% |
| Skin Cleansing | Liquids | $0.7M | 20% |
| Hair Care | Generic | $0.9M | 25% |
| Total | $3.6M | 100% | |
Philippines (PH)
| Category | Segment | Spend | SOS |
|---|---|---|---|
| Deodorants | Men | $0.7M | 22% |
| Oral Care | Generic | $1.0M | 32% |
| Skin Cleansing | Generic | $0.8M | 26% |
| Hair Care | Generic | $0.6M | 20% |
| Total | $3.1M | 100% | |
2. Brand Share of Spend (All Channels)
| Brand | Company | VN Spend | VN SOS | PH Spend | PH SOS | TH Spend | TH SOS |
|---|---|---|---|---|---|---|---|
| Dove | Unilever | $1.8M | 18% | $1.2M | 15% | $0.9M | 14% |
| Pantene | P&G | $1.5M | 15% | $1.4M | 18% | $1.1M | 17% |
| Colgate | Colgate-P. | $1.2M | 12% | $1.0M | 13% | $0.8M | 12% |
6.2 Share of Voice (SOV) Competitive Overview
Source: PAI 1.0 / Media Investment Dashboard | Q: Do we have enough excess SOV?
1. Total SOV Scorecards
485M
Brand Impressions
1.52B
Total Category Impressions
31.9%
Share of Voice (%)
2. Brand SOV by Market (Horizontal Bar) & 3. Category SOV
| Brand | SOV | |
|---|---|---|
| Dove | 32% | |
| Competitor A | 25% | |
| Competitor B | 18% | |
| Competitor C | 15% | |
| Others | 10% |
| Category | SOV | |
|---|---|---|
| Skin Cleansing | 40% | |
| Deodorants | 35% | |
| Oral Care | 25% |
4. SOV Trend Over Time (Line Chart)
📈
Line Chart: Monthly SOV trend by brand
X: Month | Y: SOV % | Lines: Dove, Competitor A, B, C
X: Month | Y: SOV % | Lines: Dove, Competitor A, B, C
6.3 SOS vs SOM Brand Comparison
Q: Which brands/categories are under pressure competitively?
1. SOS vs SOM Table by Market
VN
| Brand | SOS | SOM | Gap |
|---|---|---|---|
| Dove | 18% | 15% | +3% |
| Rexona | 12% | 14% | -2% |
| Sunsilk | 15% | 18% | -3% |
TH
| Brand | SOS | SOM | Gap |
|---|---|---|---|
| Dove | 14% | 12% | +2% |
| Clear | 10% | 15% | -5% |
PH
| Brand | SOS | SOM | Gap |
|---|---|---|---|
| Dove | 15% | 18% | -3% |
| Rexona | 20% | 22% | -2% |
2. SOS vs SOM Clustered Bar Chart
📊
Clustered Bar Chart: X = Brand | Y = % | Two bars: SOS (blue) vs SOM (green)
3 side-by-side charts for VN, TH, PH
Filters: Category/Segment Slicer, Period Slicer (Checkbox)
3 side-by-side charts for VN, TH, PH
Filters: Category/Segment Slicer, Period Slicer (Checkbox)
6.4 Media Mix & Channel-Level SOV by Segment
Q: Where should we defend/attack? How much is needed?
1. Media Mix % by Brand Segment (100% Stacked Bar)
📊
100% Stacked Bar: X = Brand Segment | Y = % Media Spend | Stack = Channel (Digital vs Traditional)
e.g. Deodorants Men: Digital 70% / Traditional 30%
e.g. Deodorants Men: Digital 70% / Traditional 30%
| Brand Segment | Digital % | Traditional % | Total Spend |
|---|---|---|---|
| Deodorants - Men | 70% | 30% | $1.2M |
| Deodorants - Women | 65% | 35% | $0.8M |
| Oral Care - Premium | 55% | 45% | $1.5M |
| Skin Cleansing | 80% | 20% | $0.9M |
2. Channel-Level SOV by Brand Segment (100% Stacked Bar)
| Brand Segment | YouTube SOV | Social SOV | Display SOV | TV SOV |
|---|---|---|---|---|
| Premium Oral | 35% | 30% | 15% | 20% |
| Non-Premium Oral | 25% | 40% | 20% | 15% |
| Deodorants | 30% | 35% | 15% | 20% |
3-5. Brand SOV within Segment & SOV Trend
📊
Horizontal Bar: Brand SOV within each segment
+ Stacked Bar: Channel contribution to category voice
+ Line Chart: SOV trend by segment over time
Filters: Category, Brand Segment, Brand, Media Channel, Country, Period
+ Stacked Bar: Channel contribution to category voice
+ Line Chart: SOV trend by segment over time
Filters: Category, Brand Segment, Brand, Media Channel, Country, Period
Group 7: Creative Performance
2 Reports | Users: Brand Lead, Media Lead, Marketing Specialist | Frequency: Daily
7.1 Creative Campaign Performance (Brand Say vs Other Say)
Source: PubU Campaign Performance (VN) | Market: VN | Automated | Daily
Creative Performance Scorecards
1.8%
Overall CTR
68%
Overall VTR
$4.50
Avg CPM
$0.025
Avg CPCV
Brand Say vs Other Say Performance
| Type | Creative | Brand | Platform | Impressions | CTR | VTR | CPM | CPCV | Status |
|---|---|---|---|---|---|---|---|---|---|
| Brand Say | Dove Summer 30s | Dove | TikTok | 5.2M | 2.1% | 72% | $3.80 | $0.018 | Top |
| Brand Say | Dove Summer 15s | Dove | YouTube | 4.8M | 1.5% | 65% | $5.20 | $0.028 | Good |
| Other Say | KOL Review Dove | Dove | TikTok | 3.5M | 3.2% | 78% | $2.50 | $0.012 | Top |
| Other Say | Influencer Review | Sunsilk | Meta | 2.1M | 1.8% | 55% | $6.80 | $0.042 | Avg |
| Brand Say | Clear Men 6s | Clear | YouTube | 8.5M | 0.8% | 85% | $2.80 | $0.008 | Top |
Creative Fatigue Index & Performance Trend
📊
Line + Scatter: Creative performance over time (CTR/VTR declining = fatigue signal)
Recommendation: Flag creatives with >20% CTR decline over 2 weeks for rotation
Recommendation: Flag creatives with >20% CTR decline over 2 weeks for rotation
7.2 Ad Quality Report (Brandsuite Compliance)
Source: Brandsuite | Markets: VN, PH, TH, JP | Automated | Daily
Ad Quality Scorecards
82%
Overall Compliance Score
88%
Brand Safety Score
75%
Viewability Rate
92%
Fraud-Free Rate
Compliance by Market & Platform
| Market | Platform | Compliance % | Brand Safety | Viewability | Fraud-Free | Status |
|---|---|---|---|---|---|---|
| VN | YouTube | 90% | 95% | 82% | 96% | Pass |
| VN | Meta | 85% | 88% | 72% | 90% | Pass |
| VN | TikTok | 78% | 82% | 68% | 88% | Review |
| PH | YouTube | 88% | 92% | 80% | 95% | Pass |
| TH | YouTube | 86% | 90% | 78% | 93% | Pass |
| JP | YouTube | 92% | 96% | 85% | 98% | Pass |
Q: Are we spending on quality placements?
📊
Stacked Bar: % Spend on compliant vs non-compliant placements by platform
+ Trend Line: Compliance score over time
+ Heatmap: Brand x Platform compliance matrix
+ Trend Line: Compliance score over time
+ Heatmap: Brand x Platform compliance matrix
Summary: Total 31 Reports across 7 Groups
Group 1: 7 pages | Group 2: 5 reports | Group 3: 5 reports | Group 4: 4 reports | Group 5: 3 reports | Group 6: 4 pages | Group 7: 2 reports
Report Index
| # | Group | Report | Type | Freq | Markets |
|---|---|---|---|---|---|
| 1.1 | Overview | Media Investment & Funnel Mix | Automated | Daily | VN,PH,TH,JP |
| 1.2 | Overview | Branding Investment vs TO | Automated | Monthly | VN,PH,TH |
| 1.3 | Overview | Spend Mix vs TO Contribution | Automated | Monthly | VN,PH,TH |
| 1.4 | Overview | Spend Pacing & TO Support | Automated | Monthly | VN,PH,TH |
| 1.5 | Overview | Commerce Media vs GMV | Automated | Monthly | VN,PH,TH |
| 1.6 | Overview | Commerce Spend vs GMV Mix | Automated | Monthly | VN,PH,TH |
| 1.7 | Overview | Commerce Spend & GMV Pacing | Automated | Monthly | VN,PH,TH |
| 2.1 | Brand | Google BLS | Automated | Monthly | VN,PH,TH,JP |
| 2.2 | Brand | Tiktok BLS | Automated | Monthly | VN |
| 2.3 | Brand | Kantar BGS | Automated | Monthly | VN,PH,JP |
| 2.4 | Brand | Kantar WPO | Automated | Quarterly | VN,PH,TH |
| 2.5 | Brand | Nielsen SOM | Automated | Monthly | VN,PH,TH |
| 3.1 | Campaign | DMPT Social Media Perf. | Automated | Daily | VN,PH,TH,JP |
| 3.2 | Campaign | PubU Campaign Perf. | Automated | Daily | VN |
| 3.3 | Campaign | PH PVA Dashboard | Automated | Monthly | PH |
| 3.4 | Campaign | TH PVA Dashboard | Automated | Monthly | TH |
| 3.5 | Campaign | 1PD Dashboard | Automated | Daily | VN |
| 4.1 | Social First | Social First Spend | Automated | Monthly | VN |
| 4.2 | Social First | Traackr | Automated | Monthly | VN,PH,TH |
| 4.3 | Social First | Brainsuite ACE Score | Automated | Quarterly | VN,PH,TH |
| 4.4 | Social First | i-Genie (BESS) | Automated | Monthly | VN,PH,TH,JP |
| 5.1 | Retail Media | dCOM Performance | Automated | Daily | VN |
| 5.2 | Retail Media | PubU Dcom Perf. | Automated | Daily | VN,PH,TH |
| 5.3 | Retail Media | Orion 2.0 | Automated | Daily | VN,PH,TH |
| 6.1 | Competitive | SOS Overview | Manual | Monthly | VN,TH,PH |
| 6.2 | Competitive | SOV Overview (PAI VN) | Automated | Monthly | VN |
| 6.3 | Competitive | SOS vs SOM (PAI TH) | Automated | Monthly | TH |
| 6.4 | Competitive | Media Mix & SOV (PAI PH) | Automated | Monthly | PH |
| 7.1 | Creative | Creative Campaign Perf. | Automated | Daily | VN |
| 7.2 | Creative | Ad Quality Report | Automated | Daily | VN,PH,TH,JP |