Nederlands 
English Media budget optimisation
for retail
Retailers distribute media budget across stores, webshop and brand building. Datafy calculates which allocation delivers the most revenue, online and offline combined.
Allocating budget without a view of the whole
Retail combines online and offline media. TV and radio build the brand and drive store visits, digital channels harvest demand. But most measurement tools only see the digital half.
As a result, offline media is judged on intuition and digital media on platform claims. Budget shifts toward the channels that register best, not toward the channels that add the most revenue.
For a retailer with a serious media budget, that is a costly blind spot.
How Datafy allocates the retail budget
Datafy analyses all channels together and translates that into a concrete allocation recommendation.
Online and offline together
TV, radio, print and digital channels are plotted against revenue from stores and webshop in one model.
Saturation per channel
The saturation curve shows per channel where additional budget still delivers a return and where it weakens.
Optimal reallocation
Datafy calculates which allocation delivers the most revenue at the same total budget.
Steering per period
Season, promotional weeks and public holidays are weighted in, so you adjust per period.
What it delivers
A retailer that allocates budget by actual contribution gets more revenue from the same budget. Untapped capacity in productive channels becomes visible, overspending in saturated channels is scaled back.
The result is a substantiated media plan that leadership and finance can follow. Read also about the saturation curve and cross-media planning for omnichannel retail.
Frequently asked questions
Can I include TV and radio in the budget allocation?
Yes. That is precisely the core of it. Through Marketing Mix Modeling, TV, radio and other offline channels are included as measurable channels in the same analysis as your digital media.
How does Datafy know what an offline channel delivered?
By linking GRP data, broadcast information and revenue response curves to your revenue over time. The model estimates the adstock effect: how long a campaign continues to work in search behaviour and sales.
Do I need to increase my total budget?
Not necessarily. The first gain usually lies in reallocation: shifting budget from saturated to productive channels often delivers more revenue at the same budget.
Does this work for retailers with multiple stores?
Yes. Datafy can analyse revenue from stores and webshop together and, where the data allows, also factor in regional differences.
Get more revenue from the same budget.
Book a demo and see how Datafy allocates your media budget across all channels.