Topic map
Start with the problem to solve: define an offer, test a price, choose a channel, establish an incremental effect or reallocate a constrained budget.
How can product, price, distribution, communication and budget be combined under constraints?
Which framework correctly frames the decision?
Where does the mix contradict itself and which data are missing?
Which offer structure serves the target and margin?
Which price level maximises value while managing volume risk?
Which channels create reach, margin and control?
What role should each channel play and how should it be measured?
Which choices reinforce or offset one another?
Where should the next budget unit be placed?
Which method produces evidence suited to the decision?
Is MMM feasible, valid and actionable?
Which scenario remains robust when assumptions change?
How can a complete decision be taken from situation to deliverable?
Choose a starting point
The right method depends on the decision, time horizon, available data and acceptable level of uncertainty.
Build a coherent combination for a given target and economic model.
Identify the constraint limiting performance and the evidence needed to assess it.
Choose a method compatible with the counterfactual, grain and time horizon.
Compare marginal returns and settle on a robust decision.
Evidence resources
Compare methods, inspect data, test response curves and qualify benchmarks before applying them to your situation.
