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--- advanced:budget_optimiser [2022/09/14 17:47]
windsor_ai created
+++ advanced:budget_optimiser [2023/01/24 11:29] (current)
windsor_ai
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-====== Budget optimiser intro ======
+====== Budget Optimiser ======
 The budget optimiser uses a market-mix modeling approach. As input data it uses spend data but can also use impression data or other input data. The model builds ad-stock representing the recent investments and models decay-rates, seasonalities, country holidays and other factors that might be important.
-{{:advanced:2022-09-14_18-24.png?1000|}}
+{{:advanced:robyn_3_.png?1000|}}
 ===== Historical performance =====
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+==== Budget optimisation and scenarios =====
+This section gives the option to see an optimised budget and experiment with different scenarios and constraints.
+{{:advanced:2022-09-14_18-48.png?600|}}
+Shows the mean of the previous months budget.
+The next months budget can be inserted, it uses the average of the previous months as default.
+=== Lower bound of % of previous spend ===
+The budget optimiser wants to allocate more budget to the channels with high ROI and less to the channels with low ROI considering the response curves, seasonalities etc. The lower bound sets the lower bound from the previous spend. So at 80% it only allows to decrease the budget for that channel with 20%.
+=== Upper bound of % of previous spend ===
+Maximum allowed % of previous spend.
+==== Modeled optimised performance ====
+It shows the optimised budget allocation taking into account the model and the given inputs.
+Total spend increase is 0 if the budget is the same as previously.
+Total response increase shows how much the revenue or conversions would increase or decrease with the given inputs.
+{{:advanced:robyn_reallocated_hist_4_.png?1000|}}
+=== Initial vs. Optimised  Budget Allocation ===
+Here is shown the initial vs. the optimised budget allocation taking into account the constraints and return curves.
+=== Initial vs. Optimised Mean Response ===
+Initial vs. optimised revenue per channel.
+=== Response Curve and Mean Spend by Channel ===
+The initial spend and optimised spend by channel on the response curves.
+==== Making adjustments ====
+We only recommend making small budget allocation adjustments and doing them gradually so it gives time to test and see the effect and also leaves some room for seasonalities and other external factors playing in.
+===== Importing offline advertising data =====
+To import offline advertising data such as TV and radio spot plans we recommend using the Google Sheets connector.
+Here is a sample format: https://docs.google.com/spreadsheets/d/102zMBiT5GeFwbJHhOkGI29jAgWow_FkAb158H4UDSsc
+And here is the link to the Google Sheets connector: https://onboard.windsor.ai/app/googlesheets

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