Channel Saturation Curve Analyzer
Find where your next dollar stops working
The Insight
Most eCom brands scale ad spend linearly without understanding diminishing returns. Spending 2x on a channel rarely returns 2x — channels saturate, CPAs rise, and marginal ROAS declines. Saturation curves are the key output of MMM that directly drives budget decisions.
The Opportunity
Visualizing diminishing returns curves per channel is the 'aha moment' that sells MMM to skeptical brands. KLAR's MMM model already calculates these curves — surfacing them as an interactive budget simulator would be the most compelling feature demo in sales calls and the most used dashboard by power users.
The Proposal
- 1Surface saturation curves from KLAR's MMM engine as interactive visualizations per channel
- 2Add a budget optimizer that recommends reallocation from saturated to under-invested channels — showing projected revenue lift without increasing total spend
- 3Build a 'What-If' simulator: drag budget between channels and see projected ROAS change in real time
- 4Include historical saturation drift — show how curves shift seasonally (Q4 saturation differs from Q1)
Skill Mapping
- Optimized $XXXmm+ quarterly ad budgets across channels at Google — directly worked with saturation dynamics
- Built automated performance analysis pipelines that identified diminishing returns patterns
- Experience with MMM concepts and budget allocation frameworks at enterprise scale
Working MVP Prototype
Channel Saturation Curves
See how ROAS declines as spend increases — find where your budget stops working
1.3x
Current ROAS
-0.3x
Marginal ROAS
€18k
Break-Even Point
84%
Saturation Level
Marginal Revenue at Current Spend
| Additional Spend | Additional Revenue | Marginal ROAS | Signal |
|---|---|---|---|
| +€1k | +€-291 | -0.29x | Cut |
| +€5k | +€-2,016 | -0.40x | Cut |
| +€10k | +€-4,765 | -0.48x | Cut |
Budget Optimizer
Optimal allocation across channels to maximize total revenue (greedy marginal approach)
Opportunity Cost Insight
Moving €5k from Email/SMS (-0.4x marginal) to Google Ads (-0.1x marginal) would generate €1,678 more revenue.
Synthetic saturation curves using exponential decay model. In production, these curves would be generated by KLAR's MMM engine from actual campaign data and calibrated with incrementality tests.