Let us now take a closer look at the process of defining the goals and budget for optimization.
Goals & Budget
You can enter absolute/percentage value for the goal metrics defined in the previous step. While defining the goal values and budget allocation you can also view the historical performance (previous month) of the entities for your reference.
In other words, when you enter a percentage value X, the goal is saved by the system so as to reach X% higher than the current goal value in the past 30 days.
You can also define the goal metrics for specific categories by clicking the Goal dropdown as shown.
The system by default shows only profile rows , however you can expand a portfolio row (Level 1) into a sub row (Level 2) by clicking the expand symbol.
The budget values too can be defined based on the entity's historical performance for the target period. This is usually based monthly however can be targeted quarterly, half-yearly, and yearly as well.
The Goal values are optional. However it is mandatory to enter goal metric and budget values of the entity for it to be considered within the optimization scope.
Once a budget is entered at a profile level, budget cells are disabled for portfolio rows
Once a budget is entered at a portfolio level, budget cells are disabled for profile rows.
Budgets when entered at Level 1, are NOT distributed down to Level 2.
Budget values should NOT contain negative values, decimals or any commas.
All categories where you enter both goals and budgets, you will be able to utilise the capabilities of Ally AI in addition to creating rule-based strategies.
For categories where you only enter goals, you will be able to utilise ONLY rule-based strategies for optimization.
The remaining categories are not considered within the realm of business to be managed by AI Goal Optimizer.
You can reserve some budget for certain key events when the traffic is high. These specific events are considered as part of seasonality.
You can include seasonality in your budget plan by using the toggle Include seasonality. This extends a step where you can define key events to be included in the budget plan.
Once all criteria have been selected, click Next to proceed.
