On clicking Generate Plan the generated media plan appears as shown below.
The highlighted row in blue showcases the defined goals and the metrics for the plan which has been generated.
The Summary section shows the metrics utlized and the budget spent in the same period for previous year.
The Forecasted OPS and the corresponding Required Budget are displayed for the (base, moderately and highly aggressive) plans below Summary. The forecasted budget requirement to achieve the defined goal for the (base, moderately and highly aggressive) plans are highlighted as shown.
The forecasted figures are interpreted as the percentage increase or decrease to the OPS and Ad Spend for previous year compared to the values defined as a goal in the plan based upon the metrics priority.
The forecasted budget requirement is automatically derived based not the returns from the ad spend and goals achieved for the previous period.
The plan details are shown in a tabular format wherein the columns display;
Plan type (base, moderately and highly aggressive).
Reach of the plan across business units.
Budget requirements based on the goal.
Percentage change expected for the budget compared to previous year.
Percentage Goal change achieved for the user defined goals compared to previous year.
Forecasted OPS expected to be achieved
% SCOGS goal expected to be achieved
Forecasted SCOGS expected to be achieved
YoY Organic Sales Growth percentage change expected to be achieved
Forecasted Organic Sales expected to be achieved
Forecasted Ad Sales expected to be achieved
YoY ROAS Growth percentage change expected to be achieved
Forecasted ROAS expected to be achieved
The metrics utilized for the summary and forecast are as follows. The metrics for the summary values and forecasted values can be viewed by clicking the respective dropdown icons.
Users can expand the plan by clicking the drop-down to see how the budget is distributed across business units based on the requirements defined when compared to previous year.
The table can be scrolled across to view the unit level details as chosen by the user.
Users can use the checkboxes shown to view the desired view of budget penetration across retailers, business units, campaigns keywords, and months.
Users can also expand the table digging into various business units to view the budget allocation across campaigns to ensure the defined goal is achieved.
Users can download the generated budget plan by clicking the Download Budget Plan button.
Users can also download the plan in a .xlsx format suited for Budget Optimizer using More Actions and downloading the BO Sheet.
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