MEDIA OPTIMIZER SERVICE DESCRIPTION
This service description document provides a general description of Sellforte’s Media Optimizer. Media Optimizer is an add-on feature to Sellforte’s Marketing Effectiveness service, and is made available as an Online Service feature. Sellforte reserves the right to change and modify features described in this document over time based on users’ feedback and needs without separate notice.
OVERALL USE-CASE OF THE MEDIA OPTIMIZER
The Media Optimizer helps finding optimal marketing budget allocation, under certain constraints set by the user, and assuming historical efficiencies for different marketing activities.
FEATURES OF THE MEDIA OPTIMIZER
Media Optimizer includes following features:
- find the optimal budget allocation to different media, for a given time period;
- estimate sales uplift for different marketing investment levels; and
- compare different marketing investment scenarios with each other.
For each investment scenario created by the user, following visualization are available:
- diminishing return curves
- planned media investments
- media ROIs.
Media Optimizer uses the analytical model of Sellforte’s Marketing Effectiveness service, and thus cannot operate without it. The specifications and scope of the Media Optimizer, such as available marketing dimensions, is dependent on (i) the specifications of the Marketing Effectiveness service that the Media Optimizer is connected to; and (ii) Sellforte’s assessment on what level of granularity it is possible to generate the most robust optimization scenarios.