Marketing Optimization

Marketing optimization aims to maximize campaign effectiveness by strategically allocating resources and personalizing messaging. Current research emphasizes integrating machine learning and operations research, often using neural networks and adaptive heuristics, to create end-to-end systems that directly optimize marketing objectives, even under conditions of uncertainty and delayed feedback. This focus on data-driven, causal inference, and robust algorithms is improving campaign performance across various channels (e.g., email, online advertising) and product types (B2B and B2C), leading to significant economic gains and advancements in the field of computational marketing.