Turn your Marketing Mix Model into a predictive engine that determines how budget should be allocated across channels.
ELIYA empowers you tap into the magic of your Bayesian MMM engine to create data-backed budget plans. Within ELIYA’s Analytics Studio, the AI assistance simplifies scenario simulation while keeping you in charge of the campaign strategy. No auto-execution. Also, our data scientists are always available to support.
Budget planning and optimization is the process of allocating marketing budget across channels based on each channel’s measured incremental return. ELIYA generates specific allocation recommendations directly from your Marketing Mix Model, easily simulates the outcome of different scenarios, and has a data scientist review the plan before it’s acted on.
Also known as: Media Planning, Marketing Optimization, Budget Allocation, Media Mix Optimization
Annual or quarterly planning cycles don’t adjust when a channel’s returns change mid-period, so budget keeps flowing to channels already past their saturation point.
Recommendations come from your MMM model’s actual saturation curves and channel-level returns, not a generic rule of thumb.
Saturation curves and channel returns come from your MMM, calibrated further if incrementality test results are available.
| Dimension | ELIYA Budget Planning & Optimization | Platform Auto-Optimization (e.g. Advantage+, Performance Max) |
|---|---|---|
| Scope | Full cross-channel mix, on and offline | Confined to a single platform |
| Basis for decisions | Calibrated MMM output: measured incremental return | The platform’s own signals, largely last-click or in-platform conversions |
| Transparency | Full visibility into saturation curves and model logic | Black box, reasoning not exposed |
| Control | Human reviewed, you approve before budget moves | Fully automated, reallocates without your review |
| Update cadence | Run scenarios on demand as conditions change | Continuous, but confined to what the platform can see |
Under 10 minutes
to simulate and deploy an optimized budget scenario in Analytics Studio, compared to 10 or more business days for agency media mix planning.
Source: (ELIYA product benchmark)
3.2x
average ROI improvement for brands after reallocating budget based on ELIYA’s recommendations.
Source: (ELIYA client data)
Book a demo and we’ll walk through a live budget scenario using your own model, or one for a similar business.
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