Curtailed Saturation Curves Vs Fully Drawn Saturation Curves

Accuracy should always triumph aesthetics

Saturation curves are an important artefact of MMM model. It informs us of the saturation points of a media. This in turn helps the marketers take judicious call on whether they can put more money on the media and if they did, what would be the incremental return.

At Aryma Labs, we depict the curtailed saturation curves even though it may not look great aesthetically.

But why do we do this?
Short answer: Accurate depiction

🎯 Curtailed saturation curves are more accurate.

Curtailed saturation curves are more accurate since they don't give misleading information to the marketer.

For e.g. if TikTok spends as depicted in the left historically only had $10,000 spends, it doesn't make sense to extend this curve which would give a unrealistic impression where the TikTok spends could be $600k !!

Hence, we prioritize accuracy over aesthetics to give our clients the most informed decisions.

Curious to know if your media investments have reached saturation? Reach out to us.

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