Planning / finance · typically CMO / finance / media
Media-mix & incrementality
Where the next budget should go, accounting for saturation, upper-funnel impact and incrementality. Stronger for planning than for day-to-day campaign diagnosis.
Job to be done: Ask what incremental business effect a different allocation is likely to create — with uncertainty and constraints visible.
AI that fits here
Measurement
Northbeam
MMM+ for the finance conversation: what a different budget split is likely to create, with uncertainty visible.
Measurement
Recast
Models constraints and incrementality so the next allocation is a scenario, not a last-click story.