pre and post media channel contributions after optimization

[xijianlim]

Hi,

It would be a great idea to show the media contributions to the KPI for each respective channel as a "before and after" optimization.

If this cannot be developed, would you suggest looping through the "_objective_function" function with zeros and each channel arrays?

[pabloduque0]

@xijianlim the example notebooks already show that (we added it a few weeks ago :) )

Let me know if that is what you are looking for.

[xijianlim]

I'm trying to breakdown the pre and post optimization by channel in terms of each media's contribution to the KPI. This is very typical request in the industry for MMMs. This is an example of what I'm trying to achieve:

This could be done by splitting up the pre and post optimization predicted targets by each media channel's contribution to target.

[xijianlim]

Also as an aside, a very typical request is to see scenarios where the total budget varies (-10% /+10%).

[pabloduque0]

Oh I see what you mean.

Yes that is definitely doable. We might be able to do a general case for obtaining media contribution for any prediction, but might not be something coming in a super immediate future. But we are adding it to our list of feature requests :)

As for the scenarios with different budgets you can always do a grid of optimisations with different budgets with current functionality. The optimisation itself does not make sense to have a flexible budget as it will always go for the maximum as we are optimising for KPI and media impact is expected to be always positive.

[pabloduque0]

FYI @yukaabe

[xijianlim]

Awesome, thanks for responding so promptly! I'm actually pretty excited about these developments. Great job guys.