Media Mix Modeling Tool

A computing device comprising:

• one or more processors;
• one or more computer readable storage media embodying computer-readable instructions which, when executed under the influence of the one or more processors, implement a user interface comprising:
• a data input portion configured to enable a user to input marketing budget amounts associated with individual online or Internet-based marketing channels effective to enable the marketing budget amounts to be analyzed with web analytics data to compute a statistically optimized marketing budget across the marketing channels;
• and
• an expected return portion that is configured to provide, for each marketing channel, an expected return for a particular amount of money spent in a respective channel.

One or more computer-readable storage media comprising instructions that are stored thereon that, responsive to execution by a computing device, causes the computing device to implement a system comprising:

• a data gathering module configured to receive web analytics data associated with an entity that utilizes online or Internet-based marketing channels;
• a statistical attribution module configured to attribute revenue to the individual marketing channels;
• a user interface/dashboard module configured to receive cost data associated with the individual marketing channels, create scatter plots of one or more campaigns within each marketing channel, and fit a curve to data in each scatter plot for each channel;
• and
• a solver module configured to use the fitted curves to compute a distribution for marketing budget allocation.