Plans Overview
Plans use the historical model to find the optimal investment for your future planning period. By building plans with various objectives and comparing their outcomes, you can find the best combination of investments for your business.
Section Index
- Building Plans — An outline of the process for creating a new marketing plan, covering the initial setup, selection of an objective, definition of investment constraints, and final simulation of the plan.
- Plan Objectives & Use Cases — A detailed guide to the available plan objectives, explaining the differences between optimization goals (Maximize Profits, Optimize Budget, Hit Target) and forecasting goals (Forecast Plan, Status Quo).
- Plan Tactic Constraints — A guide to setting tactic-level constraints in a plan, outlining the various options to control both the investment level (e.g., fixed, min/max) and the timing of the spend.
- Plan Financials
- Plan Business Environment — A guide to the Business Environment setup for a plan, detailing how the platform automatically projects environmental factors and how users can edit these assumptions to reflect known business changes.
- Plan Optimization Mechanics
- Optimization Mechanics: Response Curves & mROI — An overview of plan optimization, explaining how the platform uses response curves and marginal ROI (mROI) to allocate each dollar of a budget to the most profitable opportunity available.
- Optimization Mechanics: Marketing Fundamentals
- Optimization Mechanics: Seasonality & Financials
- Plan Results Brief — A guide to the Plan Results Brief, detailing the default charts used to summarize a plan's performance, including total performance, contribution by tactic, and investment timing.
- Building a Portfolio Plan — Portfolio optimization setup, constraints, and simulation.