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Marketing Optimization with Linear Programming

Marketing Optimization with Linear Programming

CMOs need to make complex decisions about budget allocation and marketing investment. Deciding which campaigns will receive funding is never easy, especially with multiple factors and obligations that need to be taken into account. Agency and content preparation costs might be pre-set and an overall marketing strategy might require a certain share of voice or […]

Cut through the customer base: a simple example on who to target

Cut through the customer base: a simple example on who to target

While positioning the brand in the market, the most important question to ask is who we want to communicate with. With a poor understanding of the customer base this might result in gently saying ‘not so outstanding’ results. If your customers are posh yuppies and you start going for a TV ad with how pricy […]