Evidence-led allocation
Prioritise markets, accounts, placements and SKUs using transparent decision criteria.
BUSINESSBetter investment prioritisationOPERATING MODELOne connected planning workflow
COMMERCE & MARKETING PERFORMANCE INTELLIGENCE • UAE & GCC
From fragmented investment
to governed action.
A configurable commerce and retail-media decision platform that helps regional FMCG teams prioritise markets, platforms, locations, placements, audiences, timing and SKUs—and convert approved decisions into activation-ready plans.
Designed for regional marketing, ecommerce, category, sales, finance and media teams.
UAE • Saudi Arabia • Wider GCCHuman-approved recommendationsRegional engagement • India engineering
REGIONAL DECISION ROOMUAE • Saudi Arabia • Wider GCC
PLANNING CONTEXTRamadan
CAMPAIGN BUDGETAED 1.2m
DECISION STATUSIn review
01Beyond media buying
THE MIDDLE EAST RETAIL-MEDIA OPPORTUNITY
Beyond media buying
to decision intelligence.
Regional FMCG teams invest across marketplaces, delivery apps, retailer media and off-platform channels—yet allocation is often split across markets, agencies and spreadsheets.
ONE REGIONAL REALITYDifferent markets, retailers, fulfilment models and media inventories.
6priority GCC markets with different operating conditions
4+media environments that often coexist
1governed layer required to convert inputs into action
01
Input fragmentation
Planning is split across files, assumptions and owners.
02
Unclear prioritisation
Spend can follow habit or negotiation instead of evidence.
03
Weak scenario control
Market, retailer and SKU alternatives are hard to compare.
04
Untracked overrides
Valid business changes are made without structured rationale.
05
Disconnected execution
Activation files do not clearly link back to decision logic.
MARKETPLACESAmazon.ae • Amazon.sa • noonSearch visibility, sponsored products and portfolio presence
RAPID DELIVERYtalabat • HungerStation • Jahez • CareemImmediate-demand SKUs, listings, deals and zone activation
RETAILER MEDIACarrefour • LuLu • Sultan CenterPromotions, display, CRM, loyalty and omnichannel activation
OFF-PLATFORMGoogle • Meta • YouTube • ProgrammaticAudience building, retargeting and traffic activation
02Improve the quality of investment decisions
BUSINESS OUTCOMES
Improve the quality of investment decisions
and the way teams make them.
Momentum connects commercial priorities, media evidence and operating constraints so regional teams can move from fragmented recommendations to one governed course of action.
Faster planning cycles
Reduce manual consolidation and make scenario comparison part of the operating process.
BUSINESSFaster response to performance signalsOPERATING MODELReduced spreadsheet consolidation
Commercial-media alignment
Connect availability, portfolio priorities and campaign objectives before spend is approved.
BUSINESSImproved availability alignmentOPERATING MODELSKU and location guardrails
Decision accountability
Capture recommendations, overrides, approvals and versions in a traceable record.
BUSINESSGreater decision accountabilityOPERATING MODELVersioned recommendations and approvals
Regional learning
Reuse validated logic while preserving market-specific evidence, constraints and ownership.
BUSINESSScalable regional learningOPERATING MODELReusable country and platform logic
03Nine connected modules
THE REGIONAL DECISION WORKSPACE
Nine connected modules
for one approved campaign plan.
Explore how Momentum prioritises markets, cities and delivery zones, commerce accounts, placements, shopper intent, timing and SKUs before business approval.
COUNTRY × OPPORTUNITY
Which GCC markets deserve priority?
Compares market size, strategic priority, availability, historical efficiency and event context to recommend a governed country mix.
LIVE DECISION VIEW
Market-calibrated pilot data
COUNTRY × OPPORTUNITY
Market & Country Allocation
UAE⌄
Priority markets02of 6 GCC markets
Budget governed100%one record
Opportunity index1.28×+16%
Decision scoreAll commerce accounts
0–100 composite indexMomentum recommendation
Prioritise UAE for proven commerce and retail-media scale while protecting strategic Saudi investment. Keep Qatar and Kuwait as controlled test markets.
04Begin with governed planning.
A PROGRESSIVE MATURITY PATH
Begin with governed planning.
Activate intelligence as data matures.
Foundation creates a transparent operating model. Intelligence progressively adds prediction, optimisation and continuous learning without removing human control.
FOUNDATIONGOVERNED PLANNING
INTERACTIVE SOLUTION EXPERIENCEPlan & Govern
Configure the campaign, explore nine connected decision modules, compare allocations, document overrides and approve an activation-ready plan.
✓ Working market and platform filters✓ Clickable decision modules✓ Scenario comparison and override✓ Approval and sample export
Explore Foundation ↗INTELLIGENCEPREDICTIVE OPTIMISATION
INTERACTIVE SOLUTION EXPERIENCEPredict & Optimise
Investigate live signals, open anomaly explanations, compare predictive scenarios and accept, modify or reject a governed recommendation.
✓ Forecast and confidence signals✓ Clickable anomaly investigation✓ Explainable recommendations✓ Human-approved reallocation
Explore Intelligence ↗Interactive solution experiences • Market-calibrated synthetic GCC data • No client-confidential information
05Proven in complex FMCG
IMPLEMENTATION FOUNDATION
Proven in complex FMCG
decision environments.
The proposition is informed by VIAPROM’s experience operationalising detailed performance-marketing planning logic for a large FMCG environment—from business requirements and wireframes through calculation engines, enterprise application development, testing and adoption.
ANONYMISED IMPLEMENTATION EXPERIENCE
Business logic translated into a working operating system.
No client identity, confidential values or client-specific architecture is used in this demonstration.
01Market and city prioritisation
02Asset and placement decisions
03Keyword optimisation
04Event, weekday and daypart planning
05SKU prioritisation
06Final campaign generation
07SQL-based calculation logic
08Governance, approval and activation outputs
PLATFORM, INTELLIGENCE AND IMPLEMENTATION—DELIVERED TOGETHER
Momentum is configured through a combined platform-and-services engagement, not supplied as an isolated dashboard.
Decision-model design
Client rules, scorecards, thresholds, guardrails and approval logic.
Data and engineering
Source integration, SQL data models, calculation procedures, APIs and quality controls.
Application experience
Responsive planning workspaces, review workflows, reports and activation outputs.
Advanced analytics and AI
Forecasting, optimisation, anomaly detection, explainability and model governance.
06Enterprise-ready by design
DATA, TECHNOLOGY & GOVERNANCE
Enterprise-ready by design
and practical from the pilot onward.
Foundation starts with controlled business files and reliable evidence. Intelligence activates when data depth, refresh frequency and validation support predictive confidence.
SHARED FOUNDATION
Required for both editions
Market / retailer / platform masterBrand / SKU / pack hierarchyBudgets, objectives and guardrailsHistorical sales and campaign performanceAvailability and promotion calendar
FOUNDATION READINESS
Plan & Govern
Uploaded or integrated history, configured business rules, scenario comparison, approval workflow and activation-ready export.
Practical starting pointINTELLIGENCE READINESS
Predict & Optimise
Granular attributed history, higher-frequency telemetry, training and validation data, model monitoring and governance controls.
Progressive maturity pathINPUT SOURCES
Business inputsBudget, objective, portfolio and period
Controlled planning filesExcel / CSV, agency files and rate cards
Retailer and enterprise dataMedia, sales, inventory, APIs and data lake
VIAPROM MOMENTUM
ApplicationDecision EngineData LayerOrchestrationAI / LearningBI Outcomes
Configurable to the client’s identity, hosting, security and governance environment.
OUTPUTS & LEARNING
Approved campaign planCountry × platform × placement × SKU × spend
Activation exportAgency, retailer or internal execution file
Management and learningScenarios, overrides, approvals and actuals
SSO
Corporate identity
Microsoft Entra ID or client-preferred identity
RBAC
Role-based access
Region, country, function and responsibility
GEO
Geography-aware views
Authorised regional and country scope
AUD
Complete auditability
Version, override, approval and access trail
SEG
Data segregation
Controlled visibility across markets and teams
AIG
Model governance
Monitoring, validation and human approval
WHO USES IT
Regional plannersConfigure and compare
Country & brand teamsReview and override
ApproversApprove or return
Agencies & executionActivate and upload actuals
07Start focused,
IMPLEMENTATION & GOVERNED WORKFLOW
Start focused,
then scale with evidence.
Configure a bounded pilot, validate the decision model and value, then expand across markets, platforms, portfolios and intelligence maturity.
01DiscoverAlign opportunity
02ConfigureBuild pilot workspace
03ValidateConfirm rules and value
04ScaleExpand markets and data
05OptimiseEnable AI learning
MOMENTUM DECISION PIPELINEILLUSTRATIVE
REGIONAL INPUTS
Business prioritiesMedia evidenceAvailabilityCampaign rules
M
GOVERNED REVIEWCompare and document
APPROVED OUTPUTS
Priority matrixBudget mixActivation fileAudit record
✓ Role-based access✓ Configurable guardrails✓ Explainable recommendations
08Focused enough to prove value
PILOT DELIVERABLES & VALUE REALISATION
Focused enough to prove value
and designed to scale.
Define the data, participants, working outputs, measurement baseline and scale decision before the pilot begins.
SUGGESTED PILOT SCOPE1 country • 1 portfolio • 2–3 commerce accounts • 1 approval workflow
Working outputs—not a theoretical proof of concept.
Prove the planning workspace, governance model and measurable business value before broader GCC expansion.
01
Planning workspaceMarket, platform, SKU and campaign setup
02
Allocation scenariosRules converted into comparable options
03
Governed approvalReview, override and management summary
04
Activation-ready outputCampaign export and scale-up roadmap
PILOT VALUE EXPLORERILLUSTRATIVE PLANNING ASSUMPTIONS
AED 0.25mAED 5m
Spend pool to examineAED 0.17mIllustrative 14% scenario—not a benchmark
Illustrative opportunity range8–15%To be tested against an agreed baseline
✦
Request the pilot brief ↗No performance uplift is promised. Measurement requires agreed historical baselines, comparable campaign actuals and client validation of the attribution method.
01 • PLANNING EFFICIENCYCycle time
Reduced planning time and fewer manual consolidation steps.
02 • ALLOCATION QUALITYGoverned spend
Greater share of investment prioritised through transparent logic.
03 • GOVERNANCEDecision traceability
Recommendations, overrides, approvals and versions captured.
04 • COMMERCIAL PERFORMANCEROAS potential
Availability alignment and faster evidence-led reallocation.
JOINT DELIVERY MODEL
VIAPROMConfigure platform and workflow
→Client teamsValidate rules and constraints
→GovernanceReview value and scale decisions
Client validation drives each phase.
09Institutional delivery capability
WHY VIAPROM
Institutional delivery capability
from business logic to live application.
VIAPROM combines DIFC-based regional engagement with established India engineering depth to configure, build and operationalise governed commerce-performance decision systems.
01
Business logic to live application
Planning frameworks, business rules and calculation models become working enterprise decision systems.
02
FMCG decision depth
Operate across market, account, city, delivery zone, placement, keyword, timing, audience and SKU levels.
03
Engineering-led implementation
Application design, data engineering, calculation logic, workflow, testing and deployment are delivered together.
04
Governed path to intelligence
Begin with transparent rules and progress to predictive optimisation without losing human control.
05
Regional engagement, India delivery
DIFC-based client engagement is supported by VIAPROM’s established India engineering capability.
10Ideas for governing commerce performance
VIAPROM PERSPECTIVES
Ideas for governing commerce performance
across complex regional markets.
Three practical lenses that shape the Momentum operating model and client discussion.
Governing retail-media allocation across GCC markets
Separate shared regional logic from market-specific evidence, inventory and operating constraints.
VIAPROM POINT OF VIEWWhy availability should constrain FMCG media investment
Connect SKU serviceability and stock readiness with the decision to create or suppress demand.
VIAPROM POINT OF VIEWMoving from planning rules to explainable optimisation
Build a transparent decision foundation before introducing predictions, recommendations and learning loops.
VIAPROM POINT OF VIEWSTART A REGIONAL CONVERSATIONTurn fragmented commerce investment
Turn fragmented commerce investment
into a governed growth system.
Explore how VIAPROM can configure the decision model, data foundation and operating workflow for your markets, portfolios and commerce ecosystem.
VIAPROM Technologies Limited
DIFC Innovation Hub, Dubai, UAE
Middle East and international operations
VIAPROM Technologies Private Limited
India-based data, analytics and enterprise-application delivery capability
Jimut Mazumder
Co-Founder & Director
Middle East and International Operations