Budget Allocator 2.0

Know WHEN and WHERE should you invest to make more money?

Your MMM already knows which channels work and which weeks demand peaks. Budget Allocator 2.0 turns that into a week-by-week media plan — timing every channel to demand, accounting for lag and carryover.

MMM tells you where. It never told you when.

Analytics don’t reveal the incremental effect of channels, nor how to split the budget. MMM and incrementality answer the first question. The timing question stayed open.

Budget Allocator 2.0 answers both — the right channels, in the right weeks.

The classic Marketing Mix Model output is a channel split: put 40% in Meta, 30% in Google, 20% in TV, 10% in TikTok. That is useful. But it ignores something every marketer already knows: demand is not flat, it changes over time based on:

• seasonality,
• offers,
• creatives
• spend volume.

A flat plan treats every week the same. That leads to:

• Overspending when demand is low.
• Underspending in peak weeks.
• Missing revenue by spending too late.

Cassandra Now Tells you WHERE and WHEN to Invest

Your MMM already knows which weeks demand peaks.

Budget Allocator uses that to time each channel investment to maximize your marketing mix impact, while accounting for each channel’s lag and carryover.

Result: a week-by-week media plan.

Not: "Put $500k into Meta this quarter."

Instead: "Meta $28k in week 1, $41k in week 6, $35k in week 10" — because week 6 is a peak week.

Diminishing Returns: Where to Spend More (and Less)

Switch to the diminishing returns view to compare each channel’s current spend with Cassandra’s recommendation. Big gaps are your biggest opportunities. Shift budget from saturated channels to ones that still have room to grow.

Forecast revenue, then show the better plan

Cassandra lets you test “what-if” budget plans and see what happens over time.

• It forecasts total sales, not just media lift, by combining baseline demand, seasonality, organic impact, and other business drivers.
• It compares two clear scenarios:
  • BAU (Business as Usual): keep spending as you do today.
  • Optimized: Cassandra’s week-by-week plan to get more return from the same total budget.

See them side by side to know which channels and which weeks to shift spend for the biggest impact.

Compare scenarios before you change spend

Create a few plans and see the results side by side.

Each scenario shows:

• predicted revenue
• what budget shifts are needed
• the week-by-week plan

Answer questions fast, before moving any money:

• If we cut 20% of budget, how much revenue do we lose?
• If we loosen one channel limit, how much do we gain?

How to use the Budget Allocator

1. Choose a time period and total budget. Set the start date, end date, and total amount to spend. The plan follows your model’s time unit (weekly, monthly, or daily).
2. Set channel limits. Pick a preset (Conservative, Stable, or Bold) or set min and max spend per channel.
3. Create and compare scenarios. Save different plans (different budgets, limits, or dates) and compare the predicted results side by side.
4. Run the allocator. Get the spend plan per time period, the revenue forecast (with uncertainty), and a report showing which constraints mattered.
5. Export. Download the CSV and share it with the media team.

Why this matters

You stop leaving revenue on the table because your budget is flat while demand isn’t.

• Turn a channel split into a real plan. Not “40% Meta” — a week-by-week spend plan per channel you can actually run.
• Capture peaks, avoid waste. Put money behind the weeks that convert and pull back in the dead ones — same budget, better timing.
• Make decisions faster (and end arguments). Compare BAU vs Optimized and see the revenue impact before you move a euro.
• Walk away with the deliverable. Export the plan and send it to the media team — no spreadsheet stitching.