You can create a new scenario in three ways:
New scenario: a completely new scenario
Copy own scenario: use a previously created scenario
Copy public scenario: use a scenario created and published by someone else
Optimization mode
When creating a optimization mode, you need to choose an optimization mode.
Budget optimization:
Optimizes the weeks and the media mix when then budget is known
Answers the question: how much should we invest in each channel and each week when our budget is 300k€?
Total sales target
Makes it possible to reach the desired total sales target
Answers the question: how much should we invest to reach our total sales target?
Incremental sales target
Makes it possible to reach the desired incremental sales target
Answers the question: how much should we invest to reach our incremental sales target?
Reference scenario
Sets as starting point exactly the same budget and the same weeks as the selected reference scenario
These specs cannot be changes but can rather be used as the starting point to understand the context
Default week selection
When creating scenarios, you should choose default week selection.
Let's use an example of using reference period for weeks 40-50:
number of weeks: MO optimizes for the same amount of weeks as in reference
if TV was used for 3 weeks (41, 42 & 43), MO will use TV on any best 3 weeks during 40-50
calendar weeks in order: MO optimizes for the same order of weeks as in reference
if TV was used for 3 weeks during 41, 42 & 43 (= 2nd, 3rd and 4th week), MO will put investments on the 2nd, 3rd and 4th week of the selected time period (so if we optimize weeks 40-50, MO will put TV on weeks 41, 42 & 43 and if we optimize weeks 30-40, MO will put TV on weeks 31, 32 & 33)
calendar weeks match week number: MO optimizes to exactly the same week numbers as in reference - this is always 52 weeks by default
Example scenarios
When creating scenarios, there is multiple combinations and possibilities. To get started, you can build five example scenarios.
1. Reference scenario
Reference scenario is a fixed allocation from past. When creating scenarios, you can use reference scenario to compare, what would you accomplish with repeating the same media plan.
2. Optimized weeks
With optimized weeks scenario you can see how much optimization between weeks can generate more revenue. The media plan is replicated from the past, but weekly allocation is optimized.
3. +/-30%
With +/-30% scenario, we give freedom for the optimizer to optimize the previous scenario. +/-30% means that Optimizer has the freedom to raise or lower each media invesment by 30%. Instead of 30%, you can also give freedom of 5, 10 or 20 percent.
4. Full range
With full range scenario, we can give the optimizer full freedom to optimize the allocationIt means that Optimizer has the freedom to raise or lower each media investment as it sees best.
5. Sales target
If you have a certain sales target in mind (incremental sales target or total sales target) you can give that for the Optimizer, and see what kind of media plan is needed to achieve the target. In addition to optimization between channels, Media Optimizer might suggest raise for the total budget in order to reach the sales target.
