Simba documentation
Brand Marketers — In-House Marketing Teams
The Challenge
In-house marketing teams face a constant pressure: prove that marketing spend is driving real business results, not just vanity metrics. Traditional approaches — last-click attribution, platform-reported ROAS, or periodic econometric studies — leave gaps in understanding and create blind spots.
Common pain points:
- Attribution silos — Each platform claims credit for the same conversion
- Budget justification — Difficulty proving incremental impact to leadership
- Planning uncertainty — No reliable way to forecast the impact of budget changes
- Optimization paralysis — Too many channels, not enough clarity on where the next dollar should go
Simba reports channel ROAS estimates with uncertainty where the fitted artifact supplies it. Check the interval definition and availability for the output you are using; a missing interval does not mean zero uncertainty.
How Simba Helps
Unified Measurement Across All Channels
Simba models all your marketing channels in a single Bayesian framework, providing consistent and comparable measurement across TV, digital, social, OOH, and every other channel in your media mix.
Transparent, Defensible Results
Unlike black-box tools, Simba lets you inspect every model parameter, prior, and assumption. When your CFO asks “why should I trust these numbers?”, you can show them the actual model — not just a dashboard.
Data-Driven Budget Planning
Use scenario planning to test budget reallocation before committing spend. Compare aggressive, base case, and conservative forecasts with uncertainty bands so you understand both the opportunity and the risk.
Continuous Optimization
Don’t wait for quarterly reviews. Simba’s budget optimizer provides ongoing recommendations for where to increase, decrease, or maintain spend — accounting for saturation, carryover, and diminishing returns.
Typical Workflow
- Upload your weekly media and sales data. See Data Requirements for format details.
- Audit — Simba’s Data Validator validates your data quality
- Model — Configure your Bayesian model (or use smart defaults)
- Measure — See the true incremental impact of each channel
- Plan — Run scenarios to test budget changes
- Optimize — Get risk-adjusted recommendations for budget allocation
- Repeat — Update your model as new data comes in
Recommended Plans
- Enterprise — Full platform with dedicated support for marketing teams
- Managed — Expert-driven modeling for teams without in-house data science
| → View Plans | Get Started |
| *See also: Agencies | What is Simba?* |