This quiz challenges you on spend allocation algorithms, constraints, and scenario planning techniques.
Budget optimisation simulations use response curves to allocate spend until marginal ROI equals ______.
maximum CPM
share of voice
target threshold
cookie cap
Allocations continue until the marginal dollar no longer meets the business hurdle rate.
Gradient‑free optimisers like Nelder‑Mead are preferred when response curves are ______.
linear
perfect
quadratic
non‑differentiable
Some curves include kinks or plateaus making gradients unstable.
2025 Google LightweightMMM added a simplex‑based optimiser constrained by ______ floors.
creative IDs
tracker length
pixel ratio
channel minimum spends
Minimum levels ensure always‑on channels aren’t zeroed out unexpectedly.
Scenario planning runs multiple optimisations varying total budget to produce an ______ curve.
efficient frontier
keyword
bounce rate
cookie usage
The frontier shows best possible ROI for each spend level, aiding CFO negotiations.
Optimisers often enforce a diversification rule, limiting any one channel to ______ % of total spend.
1
50
100
5
Diversification mitigates risk from over‑exposure to a single platform.
A what‑if on price reduction can be paired with budget optimisation because MMM includes price as a ______ variable.
baseline control
tag
target
cookie
Simultaneously exploring price and media scenarios yields holistic profit forecasts.
Monte Carlo budget simulations incorporate channel ROI uncertainty by sampling from ______ distributions.
posterior
cookie
uniform cost
fixed
Sampling acknowledges model variance, producing spend ranges rather than single points.
Spend granularity (e.g., $10k steps) controls the optimiser’s ______ space.
pixel
creative
search
cookie
Finer granularity can yield slightly better ROI but increases computation time.
2025 MMM tools export optimisation results via ______ API endpoint.
/device
/media
/crm
/v1/optimisations
Endpoints integrate with BI dashboards for automated refreshes.
Log‑transformed spend is back‑converted to linear dollars after optimisation to ensure ______ feasibility.
cookie
pixel
real‑world
color
Optimisation occurs in transformed space for convexity, then converts results to implementable budgets.
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
