marketing budget allocation
A Unified Framework for Marketing Budget Allocation
https://arxiv.org/pdf/1902.01128.pdf
In this paper, we present a novel unified framework for marketing budget allocation, which contains two sequential steps: learning market response models from historical data, and optimizing budget allocation based on learned models.
According to KKT conditions, the original problem is reduced to a root finding problem with respect to dual variable, and it can be solved by bisection on one dual variable, instead of searching N primal variables.
Several kinds of business constraints, including cost upper bound, profit lower bound, or ROI lower bound, are supported in one unified paradigm with minor adaptations.
Airbnb Dynamic Pricing
https://zhuanlan.zhihu.com/p/64746767