Operating scope

Country head

Capability

All capabilities

Active handovers

Outcomes written back

Connected work · Agent system

Business vertical

Customer, loyalty and marketing

Agent on shift

Loyalty Brain

Accountable person

CRM and campaign leads

Evidence · live

Member and consent register

Next step

LoyaltyOS

MarketingOS · screen 04 of 05

Spend and attribution

Which money worked, in which catchment, on which channel.

3 issues · 2 waiting on you

Issues in scope

3 instances across 2 places

Waiting on you

0 already decided in this session

Three largest

AED 17.5m–AED 51.3m

Modelled annual value, three largest only

Running without asking

0 armed and waiting on a threshold

Decision owner

Country head

Returns to Country marketing

Scope

Oman

27 stores · all capabilities

Listen

Spend by channel and catchmentStore traffic and basketLoyalty transactionsCampaign creative and timing

Process

Spend against store outcome, not platform metricsCatchment level, not nationalIs the lift real or seasonal

Act

Reallocate between catchmentsStop what is not workingSurface the read to the country

Written backEvery outcome returns to the systems that produced the evidence.

KindOrder

Queue

3 issues · 2 waiting on you

Done

Return is measured against store outcomes rather than platform reporting

Al Ajaiyyiz

What happened

Impressions and clicks are read, and the measure is store traffic, basket and loyalty transactions in the catchment the spend was placed in.

Why it matters

Platform reporting measures the platform. The number that matters is whether more people bought more in that catchment, and it is available because the loyalty and till data are in the same layer.

Already done

Running per catchment with seasonality and concurrent campaigns separated.

Worth

AED 10.0m to AED 28.5m a yearModelledReturn read against store traffic, basket and loyalty transactions rather than platform reporting. Value is the decisions taken on the outcome that matters.Spend measured against store outcomes

Then what

Running continuously, per catchmentCountry marketingStanding, no return date

Running per catchment against store traffic, basket and loyalty transactions

Choose

Spend in Oman is allocated nationally and the return is not national

Oman

What happened

Measured against store traffic and loyalty transactions rather than platform metrics, return varies widely between catchments on identical creative and identical spend.

Why it matters

National allocation means the strongest catchments are underfunded and the weakest are subsidised. The gap between them is larger than most of the campaign level optimisation being done inside the current allocation.

Already done

Return is computed per catchment against store outcomes, with seasonality separated out.

Worth

AED 3.9m to AED 12.8m a yearModelledNationally allocated spend against catchment level return on identical creative. Value is the gap between the strongest and weakest catchments, times the share reallocatable.Return spread between catchments

Then what

Allocation rewritten by catchment, into the media planCountry marketingReports back 30 Sept

Approve

A campaign in Oman is still running with no measurable catchment effect

Oman

What happened

Spend continues at plan. Store outcomes in the target catchments are flat against control catchments across the measured period.

Why it matters

The spend is committed monthly and the decision point is the review. Stopping now recovers the remaining spend for catchments where the same creative is working.

Already done

Store outcomes are compared against control catchments with seasonality removed, so the flat read is separated from the season.

Worth

AED 3.6m to AED 10.1m a yearModelledCommitted spend with no measurable catchment effect. Value is the remaining commitment recovered for catchments where the same creative works.Campaign effect against control catchments

Then what

Spend stopped and reallocated, plan updatedCountry marketingReports back 19 Sept

If approved

Spend is stopped and reallocated to the catchments where it is working

If declined

The campaign runs to the end of the commitment and is reviewed afterwards