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Growth Marketing Dashboard

Oct 26 2026
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📊 Data as of Oct 26 2026 🔄 Dashboard generated: 14 Oct 2026, 11:08 pm 📁 Source: Growth Marketing Masterfile.xlsx (modified 14 Oct 2026, 11:00 pm)
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
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.
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
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
InitiativeTimelineTargetResourceDependencyExecution
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