Marketing Mix Model

Maximize ROI Across All Channels

Use econometric response modeling and marginal analysis to find the optimal budget allocation across your marketing channels.

Response Curves Diminishing returns by channel

Marginal ROI Per-dollar effectiveness

Adstock Effects Carryover impact modeling

Optimization Budget reallocation

Power-law curves capture diminishing returns

Model carryover from past spend

Calculate per-dollar ROI by channel

Equalize marginal returns across mix

Response = a x Spend^b

Where b < 1 captures diminishing returns

Adstock_t = Spend_t + λ x Adstock_t-1

Where λ is the decay rate (0-1)

Web-Based Tool Channel Setup Wizard Response Curve Charts ROI Dashboard Optimization Engine What-If Scenarios CSV Import/Export User Manual

5-15% Revenue Improvement

Typical gains from optimized allocation*

Marketing Managers CMOs Media Planners Agencies Analysts

Dr. Koray Cosguner

Founder & Principal Consultant
Associate Professor of Marketing

Kelley School of Business

#1 Online MBA · #4 UG Marketing (U.S. News)

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