One of the most important use case of a MMM model is Budget optimization.
It is time to avoid MS Excel for MMM budget optimization.
Even though budget optimization can be done through Excel (via solver), it has severe restrictions.
Manually tweaking numbers in an excel cell and making sure the formulas are linked correctly is both cumbersome and error prone.
Not to mention, most times, Excel solver would just not converge to a solution.
This is why we developed ArymaEdge.
ArymaEdge optimizes your marketing budget in seconds not minutes. We leverage advance ML techniques and clever data engineering to accomplish this.
We further take inputs from clients to encode realistic constraints into the ArymaEdge Budget Optimizer.
Most often than not, No solution convergence is a result of unrealistic or bad constraint setting.
For example not allowing money to be shifted from a low ROI channel to a high ROI channel.
No solution convergence could also be because of bad MMM model. That is why we first ensure that our MMM model is statistically and business wise accurate.
Therefore the first step to ensuring a good budget optimization result is to build an accurate MMM model.
Through ArymaEdge, we provide users with four different options to optimize.
1) Same Budget
2) Any % increase or decrease in Budget
3) Specific ROAS target
4) Specific sales number as target
Curious to learn more? Schedule a demo with us.