Marketing Budget Allocator

Welcome to the Marketing Mix Modeling Ad Spend Planning space. Here, we focus on the critical importance of strategic marketing planning, particularly how data and predictive analytics can inform and optimize your budget allocation decisions. Our integrated measurement platform provides tools and insights to transform planning into a data-driven process with advanced simulation capabilities.


How to use the Eulerian Marketing Budget Allocator?

1 → Selection of the period taken into account, within the MMM data set, to formulate a budget allocation recommendation
2 → Selecting the MMM algorithm you want to use to formulate the recommendation
3 → Information from the MMM data set for the period taken into account
4 → Budget allocation recommendation scenario: + performance with iso budget (at the period taken into account in 1)
5 → List of media variables taken into account within the MMM data set (relating to the period taken into account in 1)
6 → Constraints relating to media variables: a constraint of 70% - 150% for a media variable means that the MMM will be able to adjust the budget recommendation for this variable within a limit of 70% minimum up to 150% maximum of the expenditure taken into account in 1
7 → Information on weekly expenses and weekly ROAS observed on the MMM data set (relating to the period taken into account in 1)
8 → Budget allocation recommendations and ROAS (estimated) for each media variable
9 → Option to display a bar chart for the metrics presented in 7 and 8
10 → Creating a custom simulation

By clicking on New Scenario (10), a new screen appears on the screen:
1 → Name of your simulation (free)
2 → Strategy selection between optimization based on spend volume vs optimization based on target ROAS
3 → For optimization based on a volume of expenditure: information on reference expenditure.
For optimization based on target ROAS: 1
4 → For optimization based on a spending volume: indicate the budget for which you wish to obtain a recommendation
For optimization based on a target ROAS: indicate the target ROAS expressed in % for which you wish to obtain a recommendation (for example: indicate 120 for a target ROAS of +20%)
5 → Selection of the constraint strategy
6 → Manual customization of constraints by variable

Click SAVE to display the result of your new simulation!