advanced:budget_optimiser
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| - | ====== Budget | + | ====== Budget |
| 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, | 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, | ||
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| ===== Historical performance ===== | ===== Historical performance ===== | ||
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| This section gives the option to see an optimised budget and experiment with different scenarios and constraints. | This section gives the option to see an optimised budget and experiment with different scenarios and constraints. | ||
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| Shows the mean of the previous months budget. | Shows the mean of the previous months budget. | ||
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| Total spend increase is 0 if the budget is the same as previously. | 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. | Total response increase shows how much the revenue or conversions would increase or decrease with the given inputs. | ||
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| Here is shown the initial vs. the optimised budget allocation taking into account the constraints and return curves. | Here is shown the initial vs. the optimised budget allocation taking into account the constraints and return curves. | ||
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| + | ==== 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. | ||
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| + | ===== Importing offline advertising data ===== | ||
| + | To import offline advertising data such as TV and radio spot plans we recommend using the Google Sheets connector. | ||
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| + | Here is a sample format: https:// | ||
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| + | And here is the link to the Google Sheets connector: https:// | ||
advanced/budget_optimiser.1663180039.txt.gz · Last modified: 2022/09/14 19:27 by windsor_ai
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