Latest news: MVP

Updated on Oct 4th 2022

This is currently the MVP version. The focus of the MVP is to have a Simulator operational, based on the current model that runs on the data from 2021.

The next steps are the following:

• Include the H1 2022 refresh by the end of November, so that the Simulator can run on based on this refresh
• For the next wave (H2 2022) the target is for the tool to provide the material for a full MMM report

The current structure and logic is the following:

• "Highlights" is the home page of the tool, and allows to publish information "of interest", potentially targeting specific users. This is managed completely manually, and is a first preliminary version to illustrate the intent to publish curated content to targeted users
• "Data visualizations" is a library of data visualizations that will grow over time, and provide the ability to visualize (and then export as images - or as raw data, so that these elements can be used in powerpoint presentations or reports):
  • Historical data such as NBRx / CBRx, or tactic execution
  • MMM data such as response curves and in the future contributions, ROI, Halo etc
• "Simulation Library": This gives access to the list of simulation scenarios that have already been created, and the ability to create new ones. They are based on the "Optimizer": a module that leverages response curves that have been computed by the Response Model in order to determined optimized allocation based on a set of parameters (ex: maximise sell out, minimize spend, ...)
  • For now, everyone accesses the scenarios created by anyone
  • Scenarios are "one shot" for this MVP version, but the next step will be to have the ability to "iterate" on a given scenario. Via a form initially, and then interactively from the data visualizations in the future

The directions of evolution of the features are the following:

• Get all data visualizations to be able to produce an MMM
• ...and add the relevant data visualizations in the scenario view : with improvements in terms of details (ex: contraints visualized), and possibilities of interactions
• When we get enough data visualizations, build an extra tab (code named "Strategy Plan") that would allow users to visualize a "budget" (either SP, B, F1, F2, Actual - for a given period), with its related MMM information when available, as a starting point to create scenarios
• Possibility to easily compare budgets / scenarios
• Incorporate features to follow up on impact tracking