Marketing decision
tools.
Choose by decision
From diagnosis to test.
Start from the decision to be made, then check that the data and the level of evidence available genuinely allow the calculation.
Assesses the offer–price–channel–communication interfaces, the quality of the evidence and the constraints that can block a decision.
Frames the unit of analysis, the levers that can genuinely be steered, the critical dependencies and the conditions for revision.
Compares the status quo with a candidate price over a range of elasticities, after variable costs, commissions and switching costs.
Moves the budget according to the response curves, the minimum presence levels, the capacity ceilings and the uncertainty.
Arbitrates between attribution, controlled test, geo experiment and MMM according to the grain, the horizon, the data and the counterfactual required.
Tests the product–price, price–channel, promise–evidence, communication–availability and budget–capacity pairs.
Separates created demand, conquest and internal transfers, then values each origin with the margin actually displaced.
Structures the matching of the areas, the minimum detectable effect, the duration, the contamination risks and the stopping rule.
Compares the main approaches, computes an explainable weighted index and separates brand measurement, causality and financial valuation.
Before the calculation
Unit, horizon, comparator and constraint are set.In the result
The central scenario stays separate from its uncertainty range.After the decision
A signal and a threshold say when to revise the choice.