MMM
Yearly overview view
MMM
Yearly overview view
Learn how to interpret Dema’s MMM yearly overview.
The Yearly overview provides a long-term lens on performance. By consolidating data week by week over the course of the year, you can track overall profit trends and see how your brand’s baseline and channel contributions evolve.
Key metrics
- Net gross profit 3: Plotted weekly to reflect actual profit vs. the potential profit if you had followed Dema’s suggested budget changes.
- Channel contribution: When enabled, shows how each channel (or funnel) contributed to total profit each week.
How to use it
- Identify trends: See if there are particular periods of the year where you were consistently under- or over-spending.
- Check brand growth: The baseline can shift over time due to organic brand awareness. Yearly overview highlights these trends so you can see how your brand itself is growing.
- Explore channel contribution: Toggle the channel contribution graph to see if one channel’s share of profit is growing or shrinking over time, indicating changing effectiveness or competition.
Tip: The dotted line in the profit graph shows how much you could have earned with optimal spending. A wide gap between actual and potential profit indicates a key area for future optimization.