MMM Optimization Report

Time period: Nov 4, 2024 - Dec 30, 2024

Optimization scenario

These are the estimated results from a fixed budget scenario with a channel-level spend constraint of -30% to +30% of the non-optimized spend. The non-optimized spend for each channel is equal to the historical spend during the period from 2024-11-04 to 2024-12-23.

Non-optimized budget

$209k

Optimized budget

$209k $0

Non-optimized ROI

0.9

Optimized ROI

1.0 +0.1

Non-optimized incremental revenue

$193k

Optimized incremental revenue

$206k +$13k

Recommended budget allocation

You can see the channel-level budget shifts and the performance lift after optimization.

Note: Each bar represents the change in optimized spend for a channel. Negative values indicate a decrease in spend while positive values indicate an increase from your non-optimized spend.

Note: The "non_optimized" bar presents the incremental revenue before optimization, and the subsequent bars represent the change in incremental revenue for each channel based on the optimal spend level. The final bar labeled "optimized" shows the total incremental revenue after optimization.

Optimized budget allocation

Channel	Non-optimized spend	Optimized spend
meta_convert	21%	27%
meta_upper	35%	24%
google_convert	19%	24%
google_upper	25%	24%

Response curves with optimized spend

These response curves depict the relationship between marketing spend and the resulting incremental revenue and show the optimal spend amount for each channel that maximizes the total incremental revenue while staying within the channel-level spend constraints.