File: stage-2-08-kpi-results.md
ClearCompare: KPI results (sample data)
Sample data. Produced by Kewpie at Stage 2 and approved on 21-Oct-26.
{
"data_cutoff": "2026-09-30",
"label": "Sample data (synthetic)",
"data_checks": {
"rows": {
"leads": 58509,
"contacts": 58509,
"sales": 7647,
"marketing_spend": 13115,
"complaints": 32
},
"fields_present": true,
"nulls": {
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"leads.channel": 0,
"sales.gross_commission": 0,
"sales.vertical": 0,
"contacts.first_contact_ts": 0
},
"unmatched_sales": 464,
"unmatched_sales_pct": 6.1,
"manila_blank_outcomes_before_mar25": 4688,
"manila_contacts_before_mar25": 4688,
"leads_never_contacted": 0,
"clawbacks_only_health_life": true,
"clawback_equals_commission": true,
"sales_after_cutoff": 0
},
"K1": {
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"2025-Q1": 57.327828304292346,
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"2026-Q1": 59.4032851211999,
"2026-Q2": 57.414903666042406,
"2026-Q3": 52.41556336195681
},
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"2026-04": 57.77060532687651,
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"2026-07": 52.35779707856294,
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},
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"baseline_clawback_adjusted": 51.589251052529754,
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"target_by": "2027-06-30",
"months_to_target": 9,
"pace_needed": 0.5554822560095103,
"pace_needed_adjusted": 0.6472947348347391,
"run_rate": -1.8795470040166127,
"mature_clawback_rate_apr_jun26": 0.07925407925407925,
"clawbacks_still_to_land_estimate": 6351.036410256411,
"by_vertical_this_q": {
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"home_loans": 141.86595595595597,
"energy": 22.30716167270334,
"life": 51.34681339712919
}
},
"K1.1": {
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"2026-07": 0.3600473746545598,
"2026-08": 0.3949093713844967,
"2026-09": 0.430078125
},
"baseline_month": "2026-09",
"baseline": 0.430078125,
"baseline_quarter": 0.39513400988810826,
"mix_this_q": {
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"home_loans": 0.12997658079625293,
"energy": 0.39513400988810826,
"life": 0.13596148842050482
},
"mix_last_q": {
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"target": 0.3,
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"months_to_target": 6,
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"run_rate": 0.053294379642525536
},
"K2": {
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"energy": 0.22250089573629522,
"life": 0.05687693898655636
},
"corrected_this_q": {
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"home_loans": 0.07107107107107107,
"energy": 0.23510042805400067,
"life": 0.0660287081339713
},
"corrected_last_q": {
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"home_loans": 0.06893004115226338,
"energy": 0.24132804757185333,
"life": 0.05683453237410072
},
"fy26_average": {
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"life": 0.059789398536498305
},
"by_month": {
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},
"targets": {
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"home_loans": 0.07055771725032425,
"energy": 0.2405551272166538,
"life": 0.059789398536498305
}
},
"K2.1": {
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"draft_matched_baseline": 0.0920016576875259,
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"target_by": "2027-06-30",
"months_to_target": 9,
"pace_needed": 0.0016869268500746425,
"run_rate": -0.007606470106470105,
"by_month": {
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}
},
"K2.2": {
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"2025-Q1": 2.2148394241417497,
"2025-Q2": 7.592190889370933,
"2025-Q3": 4.246284501061571,
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"2026-Q1": 0.0,
"2026-Q2": 6.160164271047228,
"2026-Q3": 4.541326067211626
},
"complaints_by_quarter": {
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"2025-Q1": 2,
"2025-Q2": 7,
"2025-Q3": 4,
"2025-Q4": 4,
"2026-Q2": 6,
"2026-Q3": 5,
"2026-Q1": 0
},
"fy26_rate": 3.6448841447539704,
"baseline": 4.541326067211626,
"complaints_this_q": 5,
"target": 3.6448841447539704,
"target_by": "2027-06-30",
"rolling_12m_to": "2026-09",
"rolling_12m_complaints": 15,
"rolling_12m_sales": 4000,
"rolling_12m_rate": 3.75
},
"K3_counter": {
"name": "Net revenue per marketing dollar",
"this_q": {
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"paid_search": 3.4927555807411075,
"partner_referral": 8.897968651030844,
"seo": 14.531478722610093,
"social": 4.896648506133722
},
"last_q": {
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"paid_search": 3.6911899523874983,
"partner_referral": 9.442995128887821,
"seo": 21.565500713749167,
"social": 4.377883178085532
},
"fy26_average": {
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"seo": 19.873362404536348,
"social": 4.99982243191131
},
"all_channels_this_q": 5.709608905503814,
"all_channels_last_q": 6.370593111279628,
"note": "Matched sales only (6.1% of sales have no channel)"
},
"K3": {
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"paid_search": 93.03959821428576,
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"seo": 25.890504201680677,
"social": 91.02887218045115
},
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"social": 106.87520325203238
},
"fy26_average": {
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"seo": 24.017165200391013,
"social": 99.78674134419555
},
"paid_search_target": 106.70276646248092,
"target_by": "2027-06-30",
"pace_needed_paid_search": 1.518129805355018
},
"K4": {
"by_quarter": {
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"2025-Q1": 11.0,
"2025-Q2": 11.0,
"2025-Q3": 11.0,
"2025-Q4": 11.0,
"2026-Q1": 11.0,
"2026-Q2": 11.0,
"2026-Q3": 11.0
},
"baseline": 11.0,
"by_team_this_q": {
"Sydney": 11.0,
"Melbourne": 12.0,
"Manila": 11.0
},
"by_channel_this_q": {
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"paid_search": 11.0,
"partner_referral": 10.0,
"seo": 11.0,
"social": 16.0
},
"share_over_15_min_this_q": 0.3572729638303409,
"target": 10.0,
"target_by": "2027-03-31",
"months_to_target": 6,
"pace_needed": -0.16666666666666666,
"run_rate": 0.0
},
"K5": {
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"final": true
},
"2025-Q1": {
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},
"2025-Q2": {
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},
"2025-Q3": {
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},
"2025-Q4": {
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},
"2026-Q1": {
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},
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},
"2026-Q3": {
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"final": false
}
},
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},
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},
"bridge": {
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"volume": 12171.959577200934,
"mix": -29658.32220013585,
"conversion": -12185.915492552449,
"revenue_per_sale_incl_clawbacks": 3419.308115487569,
"total_change": -26252.969999999797,
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"per_lead_last_q": 57.41490366604227,
"per_lead_this_q": 52.41556336195682
}
}