Plan Smarter with
Evidence-Based Budget Allocation
A powerful statistical analysis technique that uses dependent (sales, orders), and independent variables (non-media marketing efforts such as pricing and packaging, macroeconomic data) to estimate the impact of media spend on sales.
Understand Channel ROI, Simulate Scenarios and
Optimize Spend Across TV, Radio, Digital and Outdoor
Medialyzer MMM quantifies the contribution of each channel —TV, search, social, display, and more— while accounting for seasonality, promotions, and external factors. Run “what-if” simulations to decide where your next dollar works hardest.
Built for Smarter Marketing Decisions
Channel contribution decomposition (including all online and offline channels)
Seasonality and external factor controls
Saturation/diminishing-returns modeling
Scenario simulator (e.g., “+10% TV, −10% social”)
Recommendations for optimal budget split
Executive and analyst-level dashboards
Adstock: Accounting for the lagged effect of the advertising.
Optimized budget allocation recommendations based on optimized incremental revenue estimation.
Optimal frequency recommendations for each channel.
Hill saturation curves and response curves to explain different scenarios.
What Fuels the Model
Historical Spend & Outcomes by Channel
Calendar of Promos/Holidays
Macroeconomic or Category Signals (Optional)
Step-by-Step Workflow: Turning Marketing Data Into Optimal Budget Allocation
Ingest Historical Spend and Results
We begin by collecting and consolidating past marketing investments and their performance outcomes. This includes spend levels, impressions, conversions, and any other KPIs tracked across channels. By building a clean and structured historical dataset, the model establishes a foundation for understanding how past decisions have shaped results.
Evaluate Channel Effectiveness
Using advanced statistical modeling, we generate a detailed report on the historic effectiveness of each channel. This step reveals which platforms have been the most efficient, how they contributed to incremental outcomes, and whether diminishing returns or seasonality affected performance. The insights provide a transparent, evidence-based view of past marketing efficiency.
Optimize and Simulate Scenarios
With the effectiveness insights in place, the system recommends an optimized budget allocation. Planners can then run multiple “what-if” scenarios—such as increasing TV spend, shifting budget from social to search, or testing different seasonal mixes. Each scenario is validated against historical patterns to project expected outcomes before committing actual spend.
and Ready!
FAQs
Find clear, concise answers to the most common questions about our products and how they work.
Quarterly is common; monthly for fast-moving categories.
Yes — MMM guides the overall cross-channel mix, Attribution fine-tunes TV effectiveness at the spot level, and Lyzio turns these insights into optimized forward-looking TV media plans.
Yes, definitely.
If your spend and sales data are location-based,
then yes — we can generate location-based conclusions.