Marketing

Campaign Intelligence · Campaign 360

Every campaign measured from reach to incremental revenue, with AI audience, response and budget recommendations.

1What is happening?

26 campaigns generated IDR 44.1B attributed revenue at 3.54× ROAS; only 43% is truly incremental.

2Why?

CRM, Search and Marketplace convert high-intent buyers; Retail activation and Influencer carry high reach but weak incrementality.

3What happens next?

Q4 plan keeps 34% of budget in low-return channels; FreshHome Rainy Ready predicted 3.8× ROAS Predicted.

4What should we do?

Shift ~IDR 1.0B to Marketplace, CRM and Search; keep a 10% hold-out to measure lift.

5If we act?

Attributable revenue ≈ +10% at the same IDR 5B budget Estimated

Campaign performance

Campaigns

Click a campaign for its 360° view · * predicted for planned campaigns

ROAS by channel

Attributed revenue per IDR of spend · completed & live campaigns

Spend vs incremental revenue

One dot per campaign · click to open

SocialMarketplaceSearchRetail activationInfluencerCRM

AI capabilities

Audience optimisation

Best-responding audience per brand · incremental ROAS

Lumi Baby2.76× iROAS

Target Urban families (1.6× brand average); deprioritise Marketplace high-intent (0.55×).

PureNest1.55× iROAS

Target Marketplace high-intent (1.4× brand average); deprioritise Lapsed buyers (0.94×).

VitaCare1.11× iROAS

Target Price-sensitive shoppers (1.1× brand average); deprioritise Urban families (0.48×).

FreshHome2.70× iROAS

Target Lapsed buyers (1.2× brand average); deprioritise Marketplace high-intent (2.10×).

LittleJoy2.09× iROAS

Target Skin-care enthusiasts (1.9× brand average); deprioritise Urban families (0.41×).

Campaign response prediction

CP-027 · FreshHome Rainy Ready · Oct 2026

Predicted

Planned spend

IDR 650M

Marketplace

Predicted ROAS

3.8×

80% CI 3.1–4.4×

Pred. revenue

IDR 2.5B

Incr. IDR 1.1B

Model confidence

78%

• Rainy-season lift: Home Care seasonality peaks Oct–Dec (+7–9%).
• FreshHome Surface Cleaner demand predicted +18% next month.
• Marketplace is FreshHome's highest-ROAS channel over 12 months.
• Risk: bottle supplier SUP-02 delay could cap fulfilment.

Creative & channel recommendation

What to run where next quarter

Scale CRM · 2.17× incremental ROAS

Replenishment reminders timed to each consumer's purchase cycle; win-back for lapsed buyers.

Scale Search · 1.90× incremental ROAS

Problem-led keywords ("rainy season mould", "baby dry skin") convert 1.3× brand terms.

Scale Marketplace · 1.25× incremental ROAS

Sponsored search + voucher on payday weeks; bundle hero SKU with sister SKU.

↓

Reduce Retail activation · 0.70× incremental ROAS

Keep for launches only; move always-on budget to higher-intent channels.

Estimated Creative uplifts estimated from A/B tests on 11 past campaigns.

Budget optimisation

Marketing budget simulator

Response curves estimated from 24 months of spend and sell-out by channel · diminishing returns per channel

Total marketing budget (quarter)IDR 5.0B

Current allocation

IDR 17.8B

ROAS

3.56×

AI optimised

IDR 19.6B

ROAS

3.93×

+10.3% vs current

Your plan

IDR 17.8B

ROAS

3.56×

0.0% vs current

AI recommendationPredicted

Move IDR 1.0B out of Retail activation and IDR 250M out of Influencer into Marketplace and CRM. Expected attributable revenue +10.3% (+IDR 1.8B) at the same budget — spend is moved until the marginal return of every channel is equal.

Allocation by channel

CurrentAI optimisedYour plan

Your plan · adjust per channel

SocialAI IDR 1.2BIDR 1.4B

MarketplaceAI IDR 1.9BIDR 1.0B

SearchAI IDR 775MIDR 600M

Retail activationAI IDR 200MIDR 1.2B

InfluencerAI IDR 250MIDR 500M

CRMAI IDR 650MIDR 300M

Plan total IDR 5.0B vs budget IDR 5.0BBalanced

Your plan vs AI: −IDR 1.8B expected revenue Predicted

Marginal ROAS per channel

Channel	Current	AI	Shift	mROAS now	mROAS at AI
Social	IDR 1.4B	IDR 1.2B	−IDR 225M	2.32×	2.61×
Marketplace	IDR 1.0B	IDR 1.9B	+IDR 950M	3.80×	2.63×
Search	IDR 600M	IDR 775M	+IDR 175M	3.19×	2.63×
Retail activation	IDR 1.2B	IDR 200M	−IDR 1.0B	1.59×	2.17×
Influencer	IDR 500M	IDR 250M	−IDR 250M	2.08×	2.61×
CRM	IDR 300M	IDR 650M	+IDR 350M	5.06×	2.68×

Marginal ROAS = revenue from the next IDR spent. Below 1.0× the next rupiah loses money on a revenue basis; the AI plan equalises marginal returns across channels (4% minimum share per channel to keep presence).

Response curves · attributable revenue vs spend

Hollow marker = current spend · filled marker = AI-optimal spend

SocialMarketplaceSearchRetail activationInfluencerCRM