What This Chart Shows
This chart shows how total attributed lift is distributed across your portfolio. The center is Total Lift and each wedge is a segment (channel, series, campaign, funnel, topic, etc). Wedge size is proportional to the share of lift, so you see what contributes most at a glance. A Lift coverage slider (e.g. 50%–100%) controls how much of total lift is shown as named segments; the rest is grouped into Other.
Key Questions This Chart Helps Answer
- How is total lift distributed across the various segments?
- Which segments account for most of the portfolio’s lift?
- What share of lift sits in “Other” at different coverage levels?
Axes, Metrics, and Units
Element | Description |
|---|---|
| Segment size (wedge) | Proportional to lift |
| Segment label | Segment name + lift value (e.g. "Channel A 1,234.56"). Truncated for space. |
| Colors | Palette colors by segment order; "Other" = gray. In archetype mode, role-based colors (e.g. Direct Converters = green). |
| Lift coverage slider | 50% to 100% in 5% steps. Chooses how many segments are shown so that top-N cover at least that % of total |
| Hover | Segment name, lift, lever/member count; in archetype mode also role, avg path length, direct ratio. |
All lift values are modeled. They are not raw KPI’s.
Control Options Reference
Control | Meaning |
|---|---|
| KPI classification / hierarchy / drilldown | Which KPI (target) to use for attribution in taxonomy mode. |
| Grouping mode | Series / Channel / Campaign / Funnel / Source type / Topic: taxonomy groups from attribution. Lever is not supported |
| Date range | Filters the ledger to periods inside this window. |
| Event categories | Filter by specific event categories (include/exclude). |
| Funnel stages | Filter by specific funnel stages (include/exclude). |
| Search terms | Text search on lever/series labels. |
How to Interpret the Results
- Larger wedges: That segment contributes more to total lift. Compare wedge sizes to see concentration vs spread.
- "Other" wedge: Combines segments not in the top-N for the current coverage %. Shrinks as you increase coverage (e.g. 50% → 90%).
- Lift coverage slider: At 50%, fewer segments are named (only those needed to cover half of lift). At 100%, all segments are named (no Other). Use to focus on the “vital few” or see the full distribution.
- Archetype mode: Wedges = archetypes; roles (e.g. Direct Converters) summarize behavior (path length, direct ratio). Use to see which behaviors hold the most lift.
- Click: Segments are clickable for drawer/drill-down (e.g. series or archetype details).
Practical Applications for Marketers
Application | How to use this chart |
|---|---|
| Portfolio mix | See which channels or archetypes hold most lift and how concentrated the portfolio is. |
| Coverage analysis | Use the slider to see how many segments explain 80% vs 100% of lift (Pareto-style). |
| Archetype strategy | In archetype mode, use roles and wedge size to prioritize Direct Converters vs Long-Cycle Builders, etc. |
| Reporting | Use the sunburst and coverage % to explain “where our lift comes from” in decks. |
| Grouping comparison | Switch grouping (channel vs topic vs archetype) to see distribution by dimension. |
Common Mistakes & Misinterpretations
Mistake | Why it is a problem | How to avoid |
|---|---|---|
| Expecting lever-level view | Lever grouping is not supported; the chart is segment- or archetype-based. | Use Series, Channel, or another grouping; don’t select Lever for this chart. |
| Treating wedge size as revenue | Wedge size = attributed lift (modeled), not necessarily reported revenue. | Use axis/labels and treat as distribution of modeled lift. |
| Ignoring "Other" | At low coverage %, a large "Other" can hold important segments. | Increase coverage % to see more segments, or use another chart for a full list. |
| Comparing archetype to channel directly | Archetypes and taxonomy groups are different (roles vs channels); totals can match but segments don’t map 1:1. | Compare within one grouping mode; use archetype for behavior roles, taxonomy for channels/campaigns. |
Caveats & Considerations
- Lift coverage: Threshold steps 50–100% in steps of 5%. For each step, N = smallest number of segments whose cumulative lift ≥ that % of total; top N are shown, rest go to Other. Default step is 50%.
- Archetype roles: Roles are labels (e.g. Direct Converters, Long-Cycle Builders); role colors are fixed in the code.
- Display value: Tiny segments are visible; total displayed can exceed total raw lift for layout.