Marketing Optimization

Friday, November 30, 2007 - 1:25pm - 2:15pm
Vincent 570
Balaji Gopalakrishnan (SAS Institute Inc.)
All marketing organizations — including the successful ones — are under increased pressure to do more with less. Throughout the marketing and fulfillment delivery chain marketers face competing business goals, multiple marketing programs and constraints like channel capacity, budget and customer contact policies. Typically it is required to maximize/minimize an objective such as the return on investment while satisfying these marketing goals/constraints. In this talk we will discuss the formulation of this problem as a binary integer programming model and outline the computational challenges involved in solving the model to optimality. We will also present an overview of the methodology used by the SAS Marketing Optimization software followed by some computational results.