All tools · Measurement
What’s your marketing investment doing?
Explore how changes in channel spend relate to revenue. Use this lightweight marketing mix model to build a clearer picture of what to investigate, test or scale.
Monthly revenue · Channel investment · At least 24 months
A useful first read.
A better next question.
Understand the patterns in your investment. Check how stable they are. Use the findings to guide your next experiment.
Exploratory, not causal. These estimates show associations. They do not prove incremental impact. Your data stays in this browser tab.
01 / YOUR DATA
Start with the monthly picture.
Paste a spreadsheet table below, edit cells, or import CSV. First columns: Month, Revenue. Every remaining column is a paid channel’s spend. Use YYYY-MM dates, consecutive months and plain numbers without currency symbols. All values must use the same currency.
Demo data: 36 synthetic months. Replace it with your own data to analyse your business.
BEHIND THE NUMBERS
Know what the evidence can support.
What it fits
Revenue = baseline + linear trend + annual sine/cosine seasonality + channel effects. Channel coefficients are constrained to zero or positive and regularised to reduce unstable estimates. This assumption can hide harmful or unmeasured effects.
How it checks itself
Regularisation is selected using expanding-window validation. The final four months are held out from tuning and training for an independent forecast check, before refitting all data. Compare that error with a model without media.
What it cannot know
Prices, promotions, demand, distribution and competitors may explain the same revenue movements. Search can capture existing demand. Shared budget movements make channels hard to separate. No causal ROI or optimal budget is claimed.
Calculations happen in this browser tab. Data is held in memory and disappears on reload. Export your inputs or results to keep them. With 24 months, start with 2–4 channels; weekly data and business controls are the next step for a stronger model.
Turn the patterns into
a better investment decision.
Need stronger evidence? Work with GV Marketing to connect measurement, testing and your next budget decision.