Media Mix Modeler & Channel Planner

📊 Media Mix Modeler & Channel Planner

Optimize budget allocation and maximize ROI across all channels

Channel Budget Allocator

💰 Allocate your marketing budget across channels using interactive sliders. Adjust percentages to see real-time dollar amounts and optimization suggestions.

Budget Summary

Total Budget
$50,000
Allocated
$50,000
Remaining
$0
Active Channels
10

ROI Calculator by Channel

📈 Estimate expected conversions, revenue, and ROAS for each channel based on your budget allocation and historical performance.

Portfolio Performance

Total Conversions
2,450
Total Revenue
$245,000
Portfolio ROAS
4.9x
Avg CPA
$20.41

Scenario Planning

🎯 Create and compare different budget allocation scenarios. Test "what-if" situations to find your optimal media mix.

Current Plan
Active
Total Budget $50,000
Expected ROAS 4.9x
Conversions 2,450
Revenue $245,000
Conservative
Saved
Total Budget $40,000
Expected ROAS 5.2x
Conversions 2,080
Revenue $208,000
Aggressive
Saved
Total Budget $75,000
Expected ROAS 4.3x
Conversions 3,225
Revenue $322,500

Attribution Model Selector

🎯 Choose how credit is distributed across channels in the customer journey. Different models provide different insights into channel performance.

📊 Attribution Visualization

Customer Journey: Display Ad → Social Media → Paid Search → Conversion

Data-Driven Attribution:
Display Ad: 15% | Social Media: 25% | Paid Search: 60%

💡 Model Recommendation

For E-commerce/Direct Response: Data-Driven or Last-Click attribution works best as it emphasizes channels that drive immediate conversions.

For B2B/Long Sales Cycles: Linear or Position-Based attribution better captures the full customer journey with multiple touchpoints.

For Brand Awareness: First-Click or Linear attribution gives credit to channels that initiate customer interest.

Channel Performance Benchmarks

📊 Compare your planned performance against industry benchmarks. Identify gaps and opportunities for optimization.

Channel Avg CPA Avg ROAS Avg Conv Rate Your Performance Status
Paid Search $45 4.5x 3.2% CPA: $38 | ROAS: 5.2x ✓ Above Average
Facebook/Instagram $35 3.8x 2.1% CPA: $42 | ROAS: 3.5x ➔ Average
Display Ads $65 2.5x 1.2% CPA: $58 | ROAS: 2.8x ✓ Above Average
YouTube $50 3.2x 1.8% CPA: $62 | ROAS: 2.5x ⚠ Below Average
TikTok $40 3.5x 2.5% CPA: $35 | ROAS: 4.1x ✓ Above Average
LinkedIn $85 3.0x 2.8% Not Active — N/A

Incremental Revenue Calculator

📈 Calculate the incremental lift from increasing spend in specific channels. Identify optimal spend points and diminishing returns.

Incremental Analysis

Additional Spend
$2,500
Incremental Conversions
+95
Incremental Revenue
$9,500
Incremental ROAS
3.8x

Recommendation: This increase is within the optimal range. Expected efficiency drop of 15% due to audience saturation, but still profitable.

AI-Powered Recommendations

💡 Get AI-powered budget allocation recommendations based on your objectives, industry, and performance data.

🎯 Recommended Allocation - Conversion Objective

  • Paid Search: 35% - High intent traffic with proven conversion rates. Allocate to brand + non-brand keywords.
  • Social Media: 25% - Strong mid-funnel performance. Focus on Facebook/Instagram retargeting + prospecting.
  • Display Retargeting: 15% - Cost-effective for re-engaging website visitors. Essential for conversion optimization.
  • Video (YouTube/CTV): 10% - Build awareness and drive consideration. Supports other channels through assisted conversions.
  • Shopping Ads: 8% - Critical for e-commerce. High ROAS channel for product-based businesses.
  • Native Ads: 5% - Test channel for scale. Lower CPMs with quality traffic potential.
  • Testing Budget: 2% - Reserve for new channel/creative tests. Maintain innovation without risking core performance.

💰 Budget Pacing Recommendations

  • Q1 (Jan-Mar): 20% of annual budget - New Year momentum, tax season for relevant industries
  • Q2 (Apr-Jun): 24% of annual budget - Spring shopping season, Mother's Day, Father's Day
  • Q3 (Jul-Sep): 22% of annual budget - Back-to-school, Labor Day sales
  • Q4 (Oct-Dec): 34% of annual budget - Holiday season, Black Friday, Cyber Monday, Christmas

Funnel Stage Alignment

🎯 Map your channels to funnel stages and optimize budget distribution across the customer journey.

🎯 Awareness (Top of Funnel)

Build brand recognition and reach new audiences

Recommended Budget: 30% of total budget
Display Ads YouTube CTV Social Media (Cold) Podcast Ads OOH
🤔 Consideration (Middle of Funnel)

Engage interested prospects and drive deeper interaction

Recommended Budget: 35% of total budget
Paid Search (Non-Brand) Social Media (Warm) Native Ads Content Syndication Retargeting
💰 Conversion (Bottom of Funnel)

Drive immediate conversions from high-intent users

Recommended Budget: 30% of total budget
Paid Search (Brand) Shopping Ads Retargeting Social Retargeting Affiliate
❤️ Retention (Post-Purchase)

Re-engage existing customers and drive repeat purchases

Recommended Budget: 5% of total budget
Email Marketing Customer Retargeting Loyalty Programs Social Community

🎯 Full-Funnel Strategy Tips

  • Balance is Key: Don't over-invest in bottom-funnel at the expense of top-funnel. A healthy funnel needs awareness to feed consideration and conversion.
  • Attribution Lag: Top-funnel channels take 30-90 days to show impact. Don't judge performance too quickly.
  • Channel Synergy: Channels work together. Display + Search performs better than either alone. Budget for the ecosystem, not just individual channels.
  • Seasonal Adjustments: Shift more to bottom-funnel during high-intent seasons (Q4), and invest in top-funnel during slower periods to build pipeline.