Understanding why modern marketing optimization focuses on efficiency, not volume. Learn how marginal ROI transforms budget allocation and why the slope matters more than the height.
No spam. Technical articles on forecasting, pricing, and decision systems.
Learn how Mixed Integer Programming (MIP) with discretized response curves solves marketing budget allocation problems using branch-and-bound methods.
A practical tutorial implementing causal marketing mix modeling with DoWhy, including code examples and a complete toy dataset
Walk through real-world MMM optimization scenarios using Mixed Integer Programming. See how to discretize response curves, formulate constraints, and solve practical reallocation problems with actual numbers.