To gain insights into the most effective ways to allocate your marketing budget, you can utilise the Budget optimiser dashboard. Here's how to access it:
Go to the left-hand menu and navigate to Marketing evaluation → Budget optimiser.
Select the specific Budget optimiser configuration you wish to review.
You will now have access to the Budget optimiser dashboard.
The Budget optimiser dashboard is comprised of several logical sections:
1. General dashboard settings and actions: This section allows you to configure general settings and take necessary actions.
2. Working with optimisation scenarios: In this section, you can set up your budget optimisation scenarios.
3. Working with global filters: In this section, you can define the required sample of data to be displayed.
4. How to read scenario cards and performance summaries: This section explains the behaviour of key metrics according to the different optimisation scenarios created.
5. Reading the detailed report: Here, you can understand the table view that provides comprehensive details about the budget optimisation suggestions.
6. Recommendations tab: This section provides inspiration and suggestions for potential changes in budget allocation strategies.
7. Detailed recommendations view: This part of the dashboard provides a more granular breakdown of the budget optimisation calculations behind each recommendation.
8. Confidence level indicators: Explain how much trust can be placed in each campaign’s recommended budget changes.
9. Why a campaign is not optimisable: Outlines why some campaigns are shown as 'Not optimisable' and what would need to change for the campaign to become eligible.