Media Budget Optimization Engine

Hydro Silk

Schick

Edgewell

Built a planning tool that recommended media allocation, quantified marginal Return on Ad Spend, and helped teams compare pre-campaign scenarios.

Challenge

The client needed to move from retrospective media reporting to forward-looking planning. The core question was simple: where should the next dollar go, and where should spend be reduced?

Approach

Built a prescriptive analytics engine using channel performance, budget inputs, optimization algorithms, and scenario planning. The tool supported manual calculations, algorithmic optimization, and multiple planning scenarios, including spend increases, budget cuts, and channel constraints.

Impact

The system helped stakeholders quantify expected business impact before campaign launch, optimize channel allocation, and evaluate tradeoffs across annual planning, revenue goals, flighting, and cultural or brand moments.

Selected slides

A closer look at the work

CPG key findings slide showing return on ad spend and spend by media channel.

Media planning tool slide describing the purpose of pre-campaign optimization.

Media planning tool slide outlining manual calculation, algorithmic optimization, and scenario planning use cases.

Media planning tool scenario comparison slide showing alternative budget allocation mixes.

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