Introduction

Effective budget allocation across strategies is key to maximizing your return on investment (ROI) in digital marketing. Marin’s Dynamic Allocation feature lets you reallocate spend across multiple strategies—collections of campaigns working toward common goals—beyond the existing intra-strategy adjustments. This capability helps you prioritize and optimize spending more holistically, enhancing your flexibility in budget management.

This article will walk you through how to use inter-strategy reallocation to answer questions like:

• “How can I reallocate spend more efficiently across different strategies?”
• “Which strategies should I prioritize if I have an additional budget this month?”

How It Works

With Allocation across Strategies, you can explore potential outcomes by shifting spend between strategies based on performance data and business goals. Here’s how to get started:

1. Navigate to the Strategies grid in Marin: Select multiple strategies you want to analyze.
2. Click the ‘Reallocation’ button: This option becomes available once more than one strategy is selected.
   
3. Use the Spend Change slider to the desired amount: Adjust the slider to increase or decrease the total budget. The interface shows spend, efficiency (e.g., cost-per-conversion), and conversion changes.  Alternatively, click the   to reset to maintain the current spending levels
   
4. Select the metric of interest to show in the chart in the “Metrics” dropdown: defaults to Pub. Cost
   
5. Review recommendations:
   1. Status Quo & w/ Marin chart: Shows projected performance changes by Strategy
      
   2. Recommendations and Projected Metrics table: Available in tabular format.
       
6. Export results: Download a detailed CSV report or PDF for deeper analysis.
   
7. Apply Recommendations: Implement recommendations by adjusting Strategy settings in the UI directly from the Strategies grid, or via bulk

Key Features

• Dynamic Multi-Strategy Selection: Choose specific strategies to analyze spend reallocation opportunities.
• Interactive Spend Slider: Explore trade-offs by simulating spend changes within a predefined range.
• Performance Metrics Comparison: Visualise the impact of reallocations on overall efficiency and conversions.
• Downloadable Reports: Export data for external analysis and presentations.

Example Use Cases

Use Case 1: Incremental budget

Imagine you have a surplus of $10,000 for this month’s budget. Using the inter-strategy reallocation tool:

• Select relevant strategies.
• Increase the spend change slider by $10,000.
• Review the recommended spend shifts and corresponding performance projections.
• Identify which strategies will generate the highest incremental conversions or efficiency gains.

Use Case 2: Reallocate Current Spend

Imagine you want to maintain spend levels for a set of Strategies, but want to ensure you have the optimal settings. Using the inter-strategy reallocation tool:

• Select relevant strategies.
• Reset the spend change slider clicking the icon
• Review the recommended spend shifts and corresponding performance projections.
• Identify which strategies will generate the highest incremental conversions or efficiency gains.

Additional Information

• Non-Reallocatable Strategies: Strategies with either “Target Spend” or “Target Impr. Share/Rate” goals will be treated as fixed and ‘non-reallocatable’ (their spend will not change).  The strategies will still be considered in the reallocation, but the targets will be fixed.
• Maximization objective: In order to handle strategies with different revenue models and objectives, the reallocation focuses on Valued Conversions, as revenue is not always clearly defined
• Episode period: To support episodes with differing lengths and periods, data is always represented, reflecting the current calendar month
• Handling a large amount of Strategies: if the UI shows “No data” warnings, please try refreshing the page after 30s.  The reallocation runs in real time, so it might take a few seconds to respond.

This feature empowers you to make data-driven decisions across your entire marketing portfolio, unlocking new opportunities for growth and efficiency.

For more information, contact Customer Support.