What is the Marketing Allocation Workflow?
The Marketing Allocation Workflow helps you understand how each marketing channel contributes to your outcomes — and where your spend creates diminishing returns. It transforms budget allocation from habit-driven to evidence-driven.
Instead of guessing where to spend next, you model real channel contribution and ROI to make confident investment decisions.
Why It Matters
Without clarity, marketing spend often expands where it feels productive, not where it’s most effective. By analysing channel performance, you can:
- Optimise budget for maximum return
- Detect when channels are saturating
- Prove ROI to stakeholders with data
- Rebalance spend dynamically as results change
How It Works
-
Select Outcome Metric Define your main performance indicator (e.g., revenue, conversions, paid signups).
-
Add Channel Metrics Include spend or activity data for each marketing channel.
-
Run Marketing Mix Analysis Quantify each channel’s contribution and diminishing returns.
-
Optimise Allocation Rebalance spend based on ROI and growth potential.
-
Review Regularly Update the model as campaigns and seasonality shift.
What You’ll Get
- Channel contribution breakdown
- ROI-ready impact percentages
- Optimal budget recommendations
- Seasonal timing and performance insights
Best Practices
- Include all major spend sources for accuracy.
- Use consistent time-series data (weekly or monthly).
- Rerun the analysis each planning cycle.
- Combine with Growth Loops to detect cross-channel feedback effects.
Summary
The Marketing Allocation Workflow replaces guesswork with clarity. It shows where marketing spend compounds results — and where it quietly fades — so every dollar works harder.