ROAS optimisation via the Solver

The problem

Spend is currently split across channels by habit more than by evidence. The marketing-mix model already knows each channel's response curve — the question is whether reallocating spend under the same total budget can beat the current split.

The idea

Starting from the current allocation and its measured ROAS, you can drag spend between channels and watch projected ROAS update live off the real response curves — or let the model solve for the best allocation under a fixed budget and compare it to your own attempt. This only works with more than one channel to move spend between, which is why the two thinner-data channels use same-form substituted curves (see under the hood) rather than being dropped entirely.

Open the Solver and go to the Optimise tab to try it.