The Media Planning Center EMI Budget allocator is a tool used to automatically produce a recommended media budget scenario. Using AI-based forecasting and optimization algorithms, the EMI Budget Allocator offers an optimal suggestion on how to split your allocated budget, across your channels, platforms, and overall strategy.
The allocator considers past spending and performance data, the KPI you set as the goal of the investments, and the current budget allocation from your main scenario. The EMI budget allocator takes the existing budget and splits it in every possible way to produce an optimal budget allocation. It considers the highest number of conversions predicted and the lowest spend.
EMI scenarios are created daily when sufficient data is available. You can manually run the EMI scenario at any time. The latest EMI scenario is added to your app when available.
Here’s a video about the Media Planning Center EMI Budget allocator:
- Use The EMI Scenario Plan
The EMI scenario plan is a read-only plan, created automatically by the EMI Budget Allocator tool. The latest scenario is displayed in the Media Planning Center app. - Set EMI Budget Constraints
From the Budget constraints tab, you can apply and remove optional settings. For example, turn off the EMI Budget allocator, set limitations, or expand how the EMI budget allocator splits your budget. This allows you to customize your budget and see more results.