DOCS / MODEL

Model

Mechanisms, opportunity sizing, and marketing economics.

The modelling stage converts approved market profiles and commercial inputs into a comparable representation of market position and opportunity.

Compilation

The compiler combines selected saved evidence profiles into one analysis-ready dataset. It checks for conditions that would undermine comparison, including missing commercial values, duplicate organisations, and inconsistent domain keys.

Some issues block compilation; others remain visible as warnings. A successful compile means the data passed structural checks, not that every input is equally reliable.

What the model examines

Depending on the available inputs, the modelling layer can produce:

• domain-level opportunity estimates;
• activation priorities;
• organisation maturity classifications;
• correlations between scored domains;
• expected uplift distributions;
• competitive-regime transitions;
• diminishing-return curves; and
• cash-flow or amortisation views.

Marketing economics

Where valid price and marginal-cost inputs are available, Marres uses market-power and production-function concepts to parameterise the relationship between structural effort, activation effort, and goodwill. These values are modelling assumptions anchored to supplied data. They should be sensitivity-tested when input quality is uncertain.

Reading the outputs

• Priority means attractive under the stated objective and inputs; it does not mean causally proven.
• Correlation means two measures vary together; it does not identify a mechanism.
• Expected uplift is a modelled distribution, not a guaranteed result.
• Diminishing returns identify where additional modeled spend produces progressively less modeled benefit.
• Regime probabilities are transition-model outputs, not observed frequencies unless explicitly calibrated to such data.

When not to run the model

Do not force compilation when competitors are incomparable, required commercial fields are invented, domains measure different concepts, or the decision can be answered more directly with descriptive evidence.

Related product page: Understand — product overview

Documentation draft · Source baseline 16 August 2026