FORECAST VS. ACTUAL
Forecast vs. Actual Run Rate
Linear quarter pacing against the comparable Q3 planning target.
LATAM PERFORMANCE COMMAND CENTER
Marketing Performance
A single operating view of investment, run rate and retail demand, designed to answer what is happening, where to allocate next and what budget is required to move the outcome.
Active contextFilters persist across views
EXECUTIVE OVERVIEW
Current performance
CAPITAL ALLOCATION
Investment
Spend vs. plan, platform allocation and remaining budget envelope. Actual reporting stays standardized in USD.
CAMPAIGN MIX
Spend by platform
SPEND VS. PLAN
Budget pacing
WHERE INVESTMENT IS MOVING DEMAND
Campaign Performance
Operational view of the reconciled campaign-level source for the selected period.
| Campaign | Market | Platform | Spend USD | Impressions | Clicks | Click E-tailer | Cost / Click |
|---|
LATAM VIEW
Retailers & Markets
Market-level performance is live now. Retailer and OEM dimensions activate when approved mappings are loaded.
Retailer detail is structurally ready.
When retailer and OEM values arrive, the existing global filters and this section populate from the same normalized actual-data file.
CONSUMER INTELLIGENCE
Demand Signals
Search, social conversation and retail sentiment are source-gated and only appear when an approved measured value is loaded.
Investment
Spend is standardized to USD for executive reporting while raw MXN remains auditable.
Retail intent
Click E-tailer is treated as an outbound shopping-intent proxy, not CAC or confirmed revenue.
Comparability
Forecast pacing activates only where actual definitions and platform scope are comparable to plan.
PLANNING & FORECASTING
Forecast Lab
Scenario planning from the original V1/V2 attachment. Its forecast differs from the client-report reference shown in the consolidated Q3 comparison.
BY PLATFORM
Planned delivery
BY MARKET
Planned delivery
| Market | Platform | Campaign | Budget USD | Impressions | CTR | Link Clicks | CPC | Click E-tailer | Cost / E-tailer |
|---|
DATA & CONTROLS
Data Health
Freshness, reconciliation, dimensional coverage and forecast comparability for the operating dataset.
CHECKS
Current data state
QUARTER REFERENCE
Budget & reporting FX
| Quarter | Budget USD | Forecast FX | Reporting FX | Status |
|---|
IMPORT CONTRACT
Q2 / Q3 actual data
Append or replace normalized rows. The dashboard calculates USD reporting, quarter filters, market/platform views and retail-intent efficiency without frontend changes.
quarter, period_start, period_end, cutoff_date, platform, line, market, campaign, objective, initiative, retailer, oem, spend_mxn, budget_mxn, impressions, reach, clicks, click_etailer, source