FAQs

Any doubts? In Adsmurai we solve them for you

• At what granularity can the model work to optimize the media mix?

  Our Marketing Mix Modeling (MMM) solution offers insights at channel level and by campaign type (Awareness, Consideration, Performance). This allows you to evaluate the real effectiveness of the investment at each stage of the funnel and to detect the saturation of each channel, thus optimizing your media strategy. With this granularity, you can adjust the media mix to maximize budget efficiency at each stage.

• How is multichannel budget optimization performed with Adsmurai MMMs?

  Our Budget Allocator tool allows you to analyze historical investment scenarios to provide recommendations on optimal budget allocation. This is based on the past performance of each channel and the optimal saturation point. This maximizes ROI and optimizes ROI in each channel.

• Can I work with multiple KPIs to maximize performance?

  Each MMM model focuses on a single KPI, allowing for accurate and objective comparative analysis between channels. If you manage different types of revenue (e.g. Revenue Online and Revenue Offline), one model per KPI is required:
  
  KPI = Revenue Online → Model A.
  KPI = Offline Revenue → Model B.
  
  This ensures data-driven decisions that reflect the reality of your business.

• How do I select relevant variables for effective predictive analytics?

  Marketing Mix Modeling models integrate contextual and organic variables, offering a predictive analysis that identifies the real attribution of incremental results. You will be supported by our experts to select the most relevant variables and incorporate insights on trends, seasonality and macroeconomic factors. This allows for more accurate impact prediction and strategy optimization.

• How can I measure the incrementality of my investment to maximize ROI per channel?

  Thanks to the inclusion of spend per channel, our MMM solution allows you to measure the incremental impact of each investment. This helps you evaluate the added value of each paid channel and adjust the media mix to maximize ROI and efficiency in your expansion strategy.

• Can I measure the incrementality of my organic channels for data-driven decisions?

  Yes, our tool allows you to measure in detail the actual contribution of organic channels. This gives you actionable insights on the effectiveness of your unpaid efforts and their evolution based on budget decisions.

• How can I simulate different budget scenarios for a scalable adjustment of the media mix?

  With Budget Allocator, you can simulate scenarios of increasing or decreasing the overall budget. The tool analyzes the saturation of each channel and recommends the optimal distribution to maximize efficiency and support large-scale planning.