Budget Optimizer

How should I allocate my budget between paid channels?

Try out the app I made to allocate budget optimally based on cost curves for marketing channels.

The app takes the cost curves of different channels and optimizes the budget allocation based on them.
This is an example budget allocation based on the optimizer.
The chart also shows the optimal spend/conversions combination on each cost curve, denoted by a red dot on the chart above.

Causal Inference Test/Analysis

How do I measure the incrementality of a TV campaign? How do I measure incrementality if I can't run a proper experiment?

App I made to run Causal Impact analyses for tests. Check the Causal Impact app here

GeoLift Test

Can I measure the incrementality of a channel or campaign by splitting the test and control group by geographical area?

Check out the Apps I have made for GeoLift Power Analysis (i.e. which markets should I select for my test, for how long and with what budget?) and Geolift Post-Test Analysis (i.e what was the incrementality of the test vs the control group).

GeoLift Power Analysis app to select test markets, test duration and budget.
GeoLift Post-Test Analysis app to understand if your test was incremental or not.

Forecast App

Use the app below to forecast your conversions or other metrics that are important to your business. The app is based on Meta Prophet and uses trend, holidays and seasonality to forecast the metric.

You can upload your data or use generated data to try out the app.
You can select the forecast components like seasonality and holidays.
The app will provide the forecast for a given period.
You can also see the components like seasonality, trend and holidays.

Try out the Forecast app here.

Attribution and Marketing Mix Modeling

Marketing Mix Model

What is the incremental contribution of each channel? How can we improve our attribution given the limitations of iOS14?

An MMM example using Meta's Robyn to understand each channel's contribution, their cost curves, and the ideal budget allocation. Check out my code on GitHub

Attribution Models

How can we improve our attribution?

Attribution models
Comparison of Attribution models: First Touch, Last Touch, Linear and Data-Driven with Markov Chains

Resources:

Retention, LTV, Churn, Lead Generation

LTV, Retention, Churn

LTV Calculation/Cohort Analysis

What is the LTV of our clients?

Cohort Analysis for finding clients' LTV. Check out code on GitHub

Aha Moment

What is the Aha Moment of our users?

Aha Moment analysis example

Resources:

Lead Quality and others

Lead Quality Scoring/Lead Pipeline Analysis

What is the quality of a lead based on the data we have at the time of the lead generation? How can we help the sales team select the highest quality leads and increase the lead quality?

Example Lead Quality Score for each campaign
Example Lead Pipeline Analysis

Sentiment Analysis

What is the emotional tone associated to the online reviews of our product?

Example sentiment analysis of online reviews (GitHub)

Pricing Analysis

What is the optimal price for our product?

Van Westendorp Price Sensitivity Analysis to find Optimal Price