Module 04 · Marketing Data Science Made Easy
The Monday budget ritual
A repeatable sequence so the meeting ends with one move — not a debate about models.
Sequence. Set margin → import spend → read Total ROAS vs break-even → cut, protect, or shift. Same order every week.
Decision this module trains
What is the one budget sentence for this period — cut, protect, or shift — with numbers attached?
Steps
- Margin — confirm contribution % (or leave last week’s if unchanged).
- Spend — CSV for the period (MTD / last week / custom).
- Sales — Shopify for the same dates.
- Compare — Total ROAS vs break-even Total ROAS.
- One call — rules-based allocation: cut / protect / shift. Write it down.
Allocation language (keep it boring)
- Cut — reduce spend where efficiency is below the floor and volume is discretionary.
- Protect — hold spend on channels that must stay live (brand, always-on).
- Shift — move dollars toward clearer till contribution without inventing MTA.
This is not a Bayesian optimizer. It is a finance-safe sentence you can defend.
Export memo habit
End the ritual with a short memo: window, sales basis, sales, spend, Total ROAS, break-even, the one move.
Share Overview (or paste the memo) with finance when useful. Same five lines every week.
Period: ____ → ____ · Basis: Total | Net
Sales $____ · Spend $____ · Total ROAS ____× · BE ____×
Move: Cut | Protect | Shift — ________________
Retrieve
Recite the five ritual steps. Write one Cut sentence and one Protect sentence with made-up numbers.
Paid pack has the worksheet: monday-memo.md (blank) + monday-memo-sample.md.