Growth Marketing Dashboard v3

📊 Data as of Oct 26 2026 🔄 Dashboard generated: 14 Oct 2026, 10:52 am 📁 Source: Growth Marketing Masterfile.xlsx (modified 14 Oct 2026, 10:51 am)

Executive Summary Oct 26 2026Data Quality: A (100)

BUMIPUTRA: BUMI Segment MTU stands at 7.1M as of Oct 26, up +0.6% MoM. Currently behind target — gap of 1.4M against the monthly target of 8.5M. Reactivation ratio is at 9.5% (below the 10.3% target), with 637K reactivated users in Oct 26.

Lending: Lending has generated 973.5K leads YTD (55.1% of annual target) and disbursed RM11.2M (16.3% of annual target). Oct 26 MTD: 40K leads, RM69.8K disbursed. Top channel by disbursement: CIW (RM3M total, 26.9% share).

⏳ Lending Leads: -87.1% ▼

⏳ Lending Disbursement: -96.9% ▼

✓ Data freshness ✓ Data continuity ✓ Segment consistency ✓ Completeness ✓ Lending coverage

Recommended Actions

MEDIUM BUMI MTU

Close MTU gap of 1.4M (16.2% short of target)

MTU attainment is at 83.8%. Focus on reactivating the 623.6K users in the 31-60D churn band (easiest to convert). Consider increasing Journey send volume by 17% to close the gap.

INFO MTD Notice

Oct 26 data is month-to-date

Oct 26 figures are partial-month and will normalize at month-end. Avoid making strategic decisions based on MTD comparisons. Full-month data will be available after month-close.

HIGH Disbursement

Disbursement at 16.3% of YTD target

Review the lead-to-disbursement conversion funnel. Check approval rates and average loan size per channel. Growth take rate is ~4% — every RM1M incremental disbursement contributes ~RM40K revenue. Consider Meta audience refresh (LALs seeded with recent disbursed borrowers).

BUMIPUTRA View Performance →

Segment MTU i

7.1M

+0.6% MoM

Rating 3: 7.1M / 8.4M (85%)

Rating 5: 7.1M / 8.9M (80%)

Reactivation Ratio i

9.5%

Users: 637K

Rating 3: 9.5% / 9.7% (98%)

Rating 5: 9.5% / 10.1% (94%)

Churned Users i

6.7M

In Oct 26

Lending View Performance →

Leads (YTD) i

973.5K

-87.1% MoM

Rating 3: 973.5K / 1.5M (65%)

Rating 5: 973.5K / 1.8M (54%)

Disbursement (YTD) i

RM11.2M

-96.9% MoM

Rating 3: RM11.2M / RM56.4M (20%)

Rating 5: RM11.2M / RM67.6M (17%)

Top Channel i

CIW

RM3M disbursed (26.9%)

Click for full breakdown →

BUMIPUTRA Performance

MTU Trend i

Reactivation Trend i

Churn Recency Breakdown i

Segment Composition i

BUMI Activation Funnel Oct 26 2026 i

Total BUMI Base

13.8M

▼ 48.3% churned/inactive

Active (MTU)

7.1M

▼ 18.4% infrequent

Engaged (Loyal+)

5.8M

▼ 17.1% loyal only

High-Value (Super Loyal)

4.8M

Reactivated this month: 637K (9.5% of churned)

BUMI Health Scorecard 2026 i

Metric	Jan 26	Feb 26	Mar 26	Apr 26	May 26	Jun 26	Jul 26	Aug 26	Sep 26	Oct 26
MTU Attainment	90	90	90	83	88	87	86	86	85	84
Reactivation Ratio	8.6	10.0	12.6	7.9	9.7	9.7	9.6	9.7	9.8	9.5
Churn MoM	+1.3	-1.2	-5.5	+4.8	-0.3	-0.3	+0.0	-0.6	-0.8	-0.1
Super Loyal Share	63.6	63.8	61.1	64.8	65.4	65.7	66.5	67.4	67.3	67.6
Infrequent Share	20.7	21.3	25.2	20.6	19.4	19.7	19.2	19.0	18.7	18.4

On track Watch Concern

Lending Performance

Monthly Leads i

Monthly Disbursement i

Channel Contribution Oct 26 2026 i

Channel Performance by Month i

Channel Summary i

Channel	Total Disb	% Share	Total Leads	% Share	Avg Monthly Disb
CIW	RM3M	26.9%	262.2K	26.9%	RM301.4K
Journey	RM2.8M	25.1%	102.6K	10.5%	RM469.5K
Paid Ads	RM2.6M	23.6%	466.5K	47.9%	RM660.6K
ASAP DB	RM2.4M	21.3%	122.1K	12.5%	RM596K
Rewards Banner	RM354.7K	3.2%	20.1K	2.1%	RM35.5K
Total	RM11.2M	100%	973.5K	100%	—

BUMIPUTRA Initiatives

BUMI MTU Growth AMBER

Growth Marketing

Target: 8.5M MTU 7.1M MTU

Progress84%

Risk: medium All channels Reactivation

Primary BUMI KPI — all channels contribute.

Reactivation Campaign AMBER

CRM + Growth

Target: 10.3% ratio 9.5% ratio

Progress92%

Risk: medium CleverTap Journey WhatsApp delivery

637003 users reactivated this month.

Churn Reduction GREEN

Growth Marketing

Target: Reduce churn MoM 6.7M churned

Progress85%

Risk: medium Notification delivery Rewards

Focus on 31-60D recency band for highest ROI.

Segment Uplift (Super Loyal) GREEN

Growth + Product

Target: Grow Super Loyal segment 4.8M users

Progress70%

Risk: low GOrewards Gamification

Super Loyal = highest LTV. Retention via rewards & gamification.

Lending Initiatives

Lending Leads Generation GREEN

Growth Marketing

Target: 1.8M leads 973.5K leads

Progress55%

Risk: low Paid Ads CIW Journey

YTD across all channels. Meta targets disbursement.

Disbursement Growth RED

Growth + Lending BU

Target: RM69M disb RM11.2M disb

Progress16%

Risk: high Lead quality Approval rates

Growth take rate ~4%. GOPINJAM excluded.

Channel Diversification AMBER

Growth Marketing

Target: No single channel > 55% Top channel at 26.9%

Progress50%

Risk: medium CIW Journey ASAP DB scale-up

Reduce single-channel dependency risk.

Risk & Dependency Matrix

Initiative Risk Heatmap i

Initiative	Timeline	Target	Resource	Dependency	Execution
BUMI MTU Growth	A	A	G	G	G
Reactivation Campaign	A	A	G	G	G
Churn Reduction	G	A	G	G	G
Segment Uplift (Super Loyal)	G	G	G	G	G
Lending Leads Generation	G	G	G	A	G
Disbursement Growth	R	R	G	G	R
Channel Diversification	A	A	G	A	G

Growth Suggested Actions

Prescriptive Recommendations

1. BUMI MTU gap is 1.4M against target. Consider increasing reactivation campaign frequency or expanding to new segments.
2. Lending disbursement at 16.3% of YTD target. Review conversion funnel from leads to disbursement.
3. Reactivation ratio (9.5%) is below 10% target. Review campaign pipeline and consider new activation channels.

Scenario Modeling

What-If Analysis i

BUMI MTU Growth 0%

-20%0+30%

Reactivation Ratio 0%

-50%0+100%

Churn Rate Change 0%

-30%0+30%

Lending Leads Volume 0%

-30%0+50%

Disbursement Growth 0%

-30%0+50%

Lead-to-Disb Conversion 0%

-20%0+40%

7.1M

Projected MTU

83.8%

MTU Attainment

973.5K

Projected Leads

RM11.2M

Projected Disb

Sensitivity — Impact on MTU (per 10% lever change)

Notes & Observations

Click here to add your notes, observations, and action items. All edits are saved in the HTML file.

Dashboard Configuration

Config v3.1.0

Comparison: MOM (auto-year: true)

Sparkline window: 12 months

Focus year: auto

Anomaly Thresholds

MTU deviation: ±5% (high: ±10%)

Churn spike: >15% above 3M avg

Channel concentration: >55%

MTU target warning: <80%

Reactivation gap: <80% of target

Features

✓ drilldown

✓ recommendations

✓ funnel

✓ heatmap

✓ whatif

✓ mobile nav

✓ dark mode

✓ inline edit