What is "optimization" in marketing?

Achieving data-driven decision-making for policies through machine learning and mathematical optimization!

This article is based on a lecture held at Doshisha University’s Kyotanabe Campus in collaboration with SAS Institute Japan, themed "Marketing × Optimization." While companies can utilize vast amounts of customer data, the increasing options for strategies and business rules make it difficult to make appropriate decisions using traditional methods that rely on intuition and experience. We introduce a method that uses predictive models based on machine learning to estimate the effects of various strategies and employs mathematical optimization to determine "which customers to target, with which strategies, and when," under constraints such as budget and frequency of customer contact. It emphasizes that defining the objective function, defining the optimization targets, and defining the constraints are crucial for organizing business requirements for optimization. *For more details about the blog, you can view it through the related links. Please feel free to contact us for more information.*

others