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Growth Marketing Dashboard

Oct 26 2026
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📊 Data as of Oct 26 2026 🔄 Dashboard generated: 15 Oct 2026, 10:35 am 📁 Source: Growth Marketing Masterfile.xlsx (modified 15 Oct 2026, 10:10 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).

Platform Context: Vs Platform: BUMI MTU growth (+0.6% MoM) is in line with the platform (+0.6% MoM). Super Loyal segment: BUMI +1.1% vs Platform +1.0% MoM.
⏳ 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.
INFO Platform Gap
BUMI MTU growth in line with platform (delta: -0.0pp)
BUMI MTU MoM: +0.6% vs Platform: +0.6%. Growth Marketing is tracking in line with organic platform trends. No action needed — continue monitoring for divergence.
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
MetricJan 26Feb 26Mar 26Apr 26May 26Jun 26Jul 26Aug 26Sep 26Oct 26
MTU Attainment90909083888786868584
Reactivation Ratio8.610.012.67.99.79.79.69.79.89.5
Churn MoM+1.3-1.2-5.5+4.8-0.3-0.3+0.0-0.6-0.8-0.1
Super Loyal Share63.663.861.164.865.465.766.567.467.367.6
Infrequent Share20.721.325.220.619.419.719.219.018.718.4
On track Watch Concern
Growth Marketing vs Platform Oct 26 i
MetricBUMIMoMPlatformMoMDelta
MTU7.1M+0.6%14.5M+0.6%-0.0pp
Reactivation Ratio9.5%-3.0%5.1%-45.9%+42.9pp
Retention Rate91.6%-1.0%95.9%+3.1%-4.2pp
Super Loyal4.8M+1.1%10.5M+1.0%+0.1pp
Loyal998K+0.4%1.7M+0.2%+0.2pp
Infrequent1.3M-1.0%2.3M-1.0%-0.0pp
Churned6.7M-0.1%13.4M+0.1%-0.2pp
Delta = BUMI MoM growth rate minus Platform MoM growth rate. Green = Growth Marketing outpacing platform. Red = underperforming.
Retention Rate = (this month MTU − reactivated users) ÷ last month MTU. BUMI's lower rate reflects higher churn-cycling — the stronger reactivation engine naturally cycles more users in and out, which is the strategy working as designed.
Lending Performance
Monthly Leads i
Monthly Disbursement i
Channel Contribution Oct 26 2026 i
Channel Performance by Month i
Channel Summary i
ChannelTotal Disb% ShareTotal Leads% ShareAvg Monthly Disb
CIWRM3M26.9%262.2K26.9%RM301.4K
JourneyRM2.8M25.1%102.6K10.5%RM469.5K
Paid AdsRM2.6M23.6%466.5K47.9%RM660.6K
ASAP DBRM2.4M21.3%122.1K12.5%RM596K
Rewards BannerRM354.7K3.2%20.1K2.1%RM35.5K
TotalRM11.2M100%973.5K100%—
Lending Health Scorecard 2026 i
MetricJan 26Feb 26Mar 26Apr 26May 26Jun 26Jul 26Aug 26Sep 26Oct 26
Leads Attainment15151312322311511616621
Disbursement Attainment543411183640311
Leads MoM—-0.8-8.1+11.1+168.-29.7+408.+1.0+43.1-87.1
Disbursement MoM—-28.9-5.3+59.0+177.+54.5+106.+11.1-24.1-96.9
Channel Concentration84.589.395.792.965.450.438.938.852.382.5
On track Watch Concern
Growth Marketing Lending — Contribution & Quality Oct 26 i
Growth Marketing Share of Platform
Leads (YTD) 973.5K
18.2% of 5.4M
Disbursement (YTD) RM11.2M
2.7% of RM415.6M
Loaners (Sep 26) 1.3K
8.5% of 15.6K
Borrower Quality
GM Avg Disb / Loaner
RM1.7K
↓
Platform Avg Disb / Loaner
RM2.3K
Quality Ratio
75% of platform
Monthly GM Share of Platform
MonthLeads ShareDisb Share
May 2611.8%
6.8%
Jun 267.1%
4.9%
Jul 2636.7%
4.6%
Aug 2635.5%
7.3%
Sep 2647.9%
6.3%
Oct 2612.3%
0.1%
BUMIPUTRA Segmentation
BUMI Cohort Retention i
JoinedM0M1M2M3M4M5M6M7M8M9M10M11M12M13M14M15M16M17M18
2025/1035434444444948505151535445——————
2025/11394846465250525354565647———————
2025/124147465351535354575747————————
2026/0142495452545556585849—————————
2026/02385350525253565747——————————
2026/034047494950535544———————————
2026/0439505051535445————————————
2026/05425251535444—————————————
2026/064252545444——————————————
2026/0744545443———————————————
2026/08455644————————————————
2026/094846—————————————————
≥50% 30-50 <30%
BUMI MTU Conversion i
JoinedM0M1M2M3M4M5M6M7M8M9M10M11M12M13M14M15M16M17M18
2025/1018282929283432343536383927——————
2025/11203130293533353637404028———————
2025/122130293632353637394027————————
2026/0122323735373839414229—————————
2026/02193532343536394027——————————
2026/032028303132353623———————————
2026/0420333335373826————————————
2026/05223434363725—————————————
2026/062336373825——————————————
2026/0724373724———————————————
2026/08243724————————————————
2026/092625—————————————————
≥30% 15-30 <15%
BUMI TPV per Active User i
JoinedM0M1M2M3M4M5M6M7M8M9M10M11M12M13M14M15M16M17M18
2025/10RM444RM667RM664RM685RM646RM720RM708RM759RM758RM828RM854RM836RM469——————
2025/11RM444RM647RM651RM605RM679RM657RM703RM695RM753RM763RM761RM437———————
2025/12RM417RM563RM513RM552RM532RM560RM580RM625RM621RM621RM363————————
2026/01RM433RM616RM619RM605RM639RM670RM720RM721RM727RM414—————————
2026/02RM385RM641RM580RM621RM628RM684RM691RM701RM396——————————
2026/03RM350RM458RM468RM473RM529RM557RM551RM331———————————
2026/04RM471RM705RM695RM726RM742RM719RM418————————————
2026/05RM497RM690RM695RM685RM688RM411—————————————
2026/06RM489RM726RM686RM709RM419——————————————
2026/07RM569RM797RM715RM424———————————————
2026/08RM706RM792RM429————————————————
2026/09RM724RM540—————————————————
≥500% 200-500 <200%
Platform Segmentation
Platform Cohort Retention i
JoinedM0M1M2M3M4M5M6M7M8M9M10M11M12M13M14M15M16M17M18
2025/1030373737363938393940404135——————
2025/11313837363938393940414135———————
2025/123136353837383839404034————————
2026/0132373838383839404034—————————
2026/02303735363637383832——————————
2026/033036363637383832———————————
2026/0430383737383833————————————
2026/05323838383832—————————————
2026/063138383832——————————————
2026/0733393832———————————————
2026/08324033————————————————
2026/093434—————————————————
≥50% 30-50 <30%
Platform MTU Conversion i
JoinedM0M1M2M3M4M5M6M7M8M9M10M11M12M13M14M15M16M17M18
2025/1017262726262828293030313124——————
2025/11172726262827292930313123———————
2025/121725242726272828303022————————
2026/0118262827282929313123—————————
2026/02162624262627282921——————————
2026/031724252526272820———————————
2026/0417272728292922————————————
2026/05192828292921—————————————
2026/061829292922——————————————
2026/0719292921———————————————
2026/08193021————————————————
2026/092122—————————————————
≥30% 15-30 <15%
Platform TPV per Active User i
JoinedM0M1M2M3M4M5M6M7M8M9M10M11M12M13M14M15M16M17M18
2025/10RM779RM1.3KRM1.4KRM1.5KRM1.4KRM1.5KRM1.5KRM1.7KRM1.6KRM1.8KRM1.8KRM1.8KRM1.0K——————
2025/11RM710RM1.3KRM1.4KRM1.4KRM1.5KRM1.5KRM1.6KRM1.6KRM1.7KRM1.8KRM1.8KRM1.0K———————
2025/12RM719RM1.2KRM1.2KRM1.3KRM1.3KRM1.4KRM1.4KRM1.5KRM1.6KRM1.5KRM909————————
2026/01RM812RM1.2KRM1.4KRM1.5KRM1.6KRM1.6KRM1.7KRM1.8KRM1.7KRM1.0K—————————
2026/02RM691RM1.3KRM1.3KRM1.4KRM1.5KRM1.6KRM1.6KRM1.6KRM906——————————
2026/03RM796RM1.3KRM1.5KRM1.4KRM1.6KRM1.7KRM1.7KRM1.0K———————————
2026/04RM909RM1.6KRM1.6KRM1.9KRM2.0KRM1.9KRM1.1K————————————
2026/05RM928RM1.6KRM1.8KRM1.9KRM1.9KRM1.1K—————————————
2026/06RM1.2KRM2.4KRM2.6KRM2.6KRM1.6K——————————————
2026/07RM1.4KRM2.4KRM2.5KRM1.6K———————————————
2026/08RM2.3KRM3.1KRM2.0K————————————————
2026/09RM2.3KRM2.0K—————————————————
≥500% 200-500 <200%
Strategic Opportunities
Segment Targeting Priorities i
⏱ HIGH +1.3pp at M11
Engagement accelerates most at Month 11
BUMI cohorts show the steepest engagement recovery between Month 10 and Month 11 (+1.3pp average retention gain). This is the highest-leverage window for activation campaigns — schedule onboarding nudges and first-transaction prompts at Month 10 to amplify the natural acceleration.
🎯 MEDIUM 52% MTU rate
2026/04 cohort: 14.5K active non-MTU users
Only 52% of active users in this cohort meet MTU criteria (≥4 txns/month). That's 14.5K active users transacting 1-3 times — prime targets for frequency-boosting campaigns (bill payment reminders, reload nudges, DuitNow QR).
🎯 MEDIUM 54% MTU rate
2026/06 cohort: 14.3K active non-MTU users
Only 54% of active users in this cohort meet MTU criteria (≥4 txns/month). That's 14.3K active users transacting 1-3 times — prime targets for frequency-boosting campaigns (bill payment reminders, reload nudges, DuitNow QR).
🎯 MEDIUM 55% MTU rate
2026/08 cohort: 14.1K active non-MTU users
Only 55% of active users in this cohort meet MTU criteria (≥4 txns/month). That's 14.1K active users transacting 1-3 times — prime targets for frequency-boosting campaigns (bill payment reminders, reload nudges, DuitNow QR).
📊 INFO 30.4% vs 25.5%
BUMI M3 MTU conversion outpacing platform by 4.9pp
At Month 3, BUMI cohorts average 30.4% MTU conversion vs platform 25.5%. BUMI cohorts are monetizing faster — current onboarding and activation flows are working well for this audience.
💰 MEDIUM RM756/user
2025/07 cohort: highest TPV/user at RM756
This cohort generates the most value per active user. Prioritize retention and loyalty programs (GOrewards tiers, exclusive offers) to protect this revenue. If this cohort shows any retention decline, trigger immediate reactivation.
Lending Segmentation
📊
Lending Cohort Analysis — Coming Soon
Will include borrower quality cohorts, disbursement vintage curves, and lending conversion funnels once BI provides lending-level cohort data.
BUMIPUTRA Initiatives
Johor & Kelantan Offline Act. GREEN
Growth Marketing
Target: 58K vouchers redeemed 41.5K redeemed (Day 30/90)
Progress72%
KPI Contribution
MTU: 27,079 active users retained
Reactivated: 129 (0.5%)
Click for details →
TTS GOrewards Voucher GREEN
Growth Marketing
Target: GOrewards voucher issuance 1,860 redeemed of 5,619 issued
Progress33%
KPI Contribution
Click for details →
PDD GOrewards Voucher GREEN
Growth Marketing
Target: GOrewards voucher issuance 13,064 redeemed of 51,732 issued
Progress25%
KPI Contribution
Click for details →
Lending Initiatives
Paid Ads Lookalike GREEN
Growth Marketing
Target: 450K leads / RM2.3M disb 466K leads / RM2.38M disb
Progress100%
KPI Contribution
Leads: 466,458
Disbursement: RM2,384,200
Loaners: 852
Click for details →
BUMIPUTRA Initiative Details
Johor & Kelantan Offline Act. GREEN
KPI Contribution
BUMI MTU
27,079 active users retained
Reactivated Users
129
Ratio: 0.5%
Total Transactions
401,436
Total TPV
RM7.95M
Campaign ID
260910_COMM_Other_KelantanJohorCashbackCampaign2026
Period
10 Sep – 09 Dec 2026
Progress
30 / 90 days (Month 1 of 3)
Budget
RM25,809.70of RM35,600
72.5% spent · Daily burn: 1,382 vouchers / RM860 per day
⚠ Projected exhaust: On track — full campaign coverage expected
Voucher Stock
41,464of 58,030
71.4% redeemed
User Composition (Malaysian)
37,141
Total Malaysian
27,079
Active (99.3%)
129
Reactive
Avg TPV: RM1,920
86
New
Avg TPV: RM3,677
73.5%
Bumiputra
27,294 vouchers
Reward Tier Breakdown
TierUsedTotal%Budget
RM0.20 24K 30K 80.1%
RM4,806
RM0.50 16.1K 20K 80.7%
RM8,075
RM1.00 3.2K 4K 80.5%
RM3,220
RM1.50 1.7K 2K 83.4%
RM2,501
RM3.00 811 1K 81.1%
RM2,433
RM5.00 424 540 78.5%
RM2,120
RM10.00 375 440 85.2%
RM3,750
RM50.00 46 50 92.0%
RM2,300
Transaction & TPV Summary
On-Us TXN
369,548
Off-Us TXN
31,888
Total TXN
401,436
On-Us TPV
RM7,572,937
Off-Us TPV
RM372,475
Total TPV
RM7,945,412
Top TPV Merchants (by state, cash prize up to RM3,000)
#MerchantTXNTPVPrize
1
Moknab Nasi Kukus Daun Pisang
Skudai, Johor
 6.9K RM207,521 RM3,000
1
Liniey Nasi Kerabu Kota Bharu
Kota Bharu, Kelantan
 4.3K RM149,984 RM3,000
2
Bungkus Ikat Tepi Pasir Mas
Pasir Mas, Kelantan
 3.7K RM132,524 RM2,000
2
Baryani Mohd Shah
Batu Pahat, Johor
 2.8K RM117,584 RM2,000
Key Insights
ℹ Loyalty > Acquisition
99.2% of redemptions went to already-active users (27,079). Only 129 reactive + 86 new. Campaign is rewarding existing behavior — effective for retention, limited for acquisition.
ℹ Strong BUMI Targeting
73.5% of Malaysian redemptions are Bumiputra (27,294 vouchers). 90% of all redemptions went to Malaysian users. Geo-targeting Kelantan & Johor is hitting the intended audience.
✦ High-Value Reactivation
129 reactive users average RM1,920 TPV; 86 new users average RM3,677 TPV (51 avg txn). Small pool but high quality — consider pairing with CRM reactivation journeys to scale volume.
✦ RM7.9M TPV Generated
401K transactions (370K on-us, 32K off-us) generating RM7.95M TPV in Month 1 alone. On-us dominates at 95% of TPV. Merchant incentive tier (top 4 win up to RM3,000) is driving competition.
⚠ RM50 Tier Near-Exhaust
RM50 tier at 92% utilization (46/50 vouchers). Burns RM2,300 (8.9% of budget) from just 46 users. Highest per-redemption cost — monitor for whale-capture before Month 2 begins.
TTS GOrewards Voucher GREEN
KPI Contribution
Vouchers Issued
5,619
Vouchers Redeemed
1,860
Conversion: 33.1%
Campaign ID
TTS_GOrwds_BUMI
Period
Active campaign
Progress
undefined
Campaign ID
TTS_GOrwds_BUMI
Audience
BUMI users only
Conversion Window
3 days
Voucher Performance
Issued
5.6K
Redeemed
1.9K
Conversion Rate
33.1%
Median Time
17 secs
Avg Time
3 hrs 4 mins
Redemption Funnel
1.9K redeemed
3.8K unclaimed
33.1% of issued vouchers redeemed within 3 days
PDD GOrewards Voucher GREEN
KPI Contribution
Vouchers Issued
51,732
Vouchers Redeemed
13,064
Conversion: 25.25%
Campaign ID
PDD_GOrwds_BUMI
Period
Active campaign
Progress
undefined
Campaign ID
PDD_GOrwds_BUMI
Audience
BUMI users only
Conversion Window
3 days
Voucher Performance
Issued
51.7K
Redeemed
13.1K
Conversion Rate
25.3%
Median Time
54 mins
Avg Time
11 hrs 30 mins
Redemption Funnel
13.1K redeemed
38.7K unclaimed
25.3% of issued vouchers redeemed within 3 days
Lending Initiative Details
Paid Ads Lookalike GREEN
KPI Contribution
Lending Leads
466,458
Disbursement
RM2,384,200
Loaners
852
Campaign ID
RFA-260372_performance_facebook_fb-ig
Period
7 Jul – 30 Oct 2026
Progress
100 / 116 days (2 phases)
Budget
RM42,804of RM50,905
84% spent · RM428 / day (avg)
✓ On track — RM8,101 remaining
Phase Performance
PhaseBudgetSpentImpressionsClicksCPCCPM
Phase 1 (Jul–Aug) RM23,128 RM22,929 3.50M 77,324 RM0.30 RM6.55
Phase 2 (Sep–Oct) RM27,777 RM19,875 3.74M 78,212 RM0.25 RM5.32
Conversion Funnel
7.24M
Impressions
→
155,536
Clicks
→
466,458
Leads
→
1,044
Loan Offers
→
852
Loaners
→
RM2,384,200
Disbursed
Unit Economics
Total Cost
RM42,804
Cost/Lead
RM0.09
Cost/Loaner
RM50.24
Avg Disb/Loaner
RM2,798
Revenue (4%)
RM95,368
ROAS
2.23×
Net Profit
RM52,564
Key Insights
✦ Positive ROAS
2.23× return at 4% take rate. RM95K revenue on RM43K spend = RM52.6K net contribution. One of few Growth channels with provable unit economics.
ℹ CPC Improving
Phase 2 CPC dropped 14.5% (RM0.30→RM0.25) while impressions grew 7%. Lookalike model is learning and optimizing — creative fatigue not yet a factor.
ℹ Funnel Leakage
1,044 unique users accepted loan offers but only 852 disbursed (81.6%). 192 users dropped between offer and disbursement — likely credit rejection or abandonment. Coordinate with Lending BU on approval criteria.
⚠ Low Conversion Rate
Lead-to-loaner rate at 0.18% (852 from 466K leads). Typical for cold paid ads but means 99.8% of leads don't convert. Consider retargeting warm leads (LP visitors who didn't apply).
✦ Repeat Borrowers
62 users (5.9%) borrowed in 2+ months. Signals product-market fit with a repeat-borrower segment. Seed LAL audiences with these high-intent users to improve conversion rate.
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