Once you understand those zones, budget allocation stops being mostly intuition and starts becoming a response-curve problem.
The exact shape varies by channel, creative quality, market conditions, and targeting.
- below a threshold, nothing really moves - then returns accelerate - then they peak - then they flatten - then they stall
At very low spend levels, your marketing doesn't even register. You're not breaking through the ambient noise of competitors, organic search, and word-of-mouth. This isn't a channel problem—it's a physics problem.
À propos de l'auteur
Cyril Noirot
Lead Data Scientist
Data scientist freelance. Je conçois et déploie des systèmes de décision — prévision, pricing, marketing measurement, optimisation.