Marketing Mix Modeling Dashboard

Sales & Marketing Spend Over Time

Channel Spend Distribution

ROI by Channel

Date Range:

Select Channels:

Radio

Paid Search

Display Ads

Social Media

About This Dashboard

This project contains synthetic data and analysis created for demonstration purposes only.

Explore marketing performance, channel contributions, and budget optimization insights.

Spend vs Sales Contribution

Weekly Performance

Recommended Budget Allocation

Current vs Recommended Allocation

Model Information & Parameters

Adstock Decay Rate:

How much marketing effect carries over week-to-week (0-1)

Saturation Alpha (Scale):

Maximum possible effect (scaling factor)

Saturation Gamma (Shape):

Shape of diminishing returns curve