Companies today have to make difficult decisions about targeting the right customers with the right offers while staying within budget and channel capacities, all without cannibalizing future sales or saturating customers with too many messages. That is a lot to manage, particularly when multiple campaigns from one company might also be competing for customers’ attention.
Optimization resolves these complex issues by looking at problems in a holistic fashion that balances the constraints of an organization with the need to improve key metrics. Unlike traditional business-rule methods for allocating campaigns to customers, optimization allows marketers to gain critical knowledge about factors that affect the success of marketing campaigns.
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