Sort spend decisions by evidence
Classify MMM-backed budget moves into scale, test, hold, or cut based on evidence strength.
Sort each MMM finding into the budget action the evidence supports. Scale Test Hold Reduce Retail media mROI clears hurdle and interval is mostly above threshold YouTube has room on response curve and calibrated lift supports direction Podcast median is promising but interval is wide and no experiment exists Paid social MMM and geo test disagree because scopes differ Brand search has low mROI but required coverage and stable base role CTV current base clears hurdle but next-dollar return is below threshold Affiliate ROI stays below hurdle across windows and has no strategic minimum Display is saturated and optimizer cuts…
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