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Abstract
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| When considering different allocations of the marketing budget of a firm, some predictions, that correspond to scenarios similar to others observed in the past, can be made with more confidence than others that correspond to more innovative strategies. Selecting a few relevant features of the predicted probability distribution leads to a multi-objective optimization problem, and the Pareto front contains the most interesting media plans. Using expected return and standard deviation we get the familiar two moment decision model, but we must also deal with a specific requirement of media and analytics company Annalect: since their customer runs a franchise of restaurants, they want to make sure that no single restaurant owner feels that a grievance has been committed by choosing some innovative media plan that improves expected average sales but decreases forecasted sales for that particular restaurant, incorporating a risk measure that we call restaurants-at-risk. Other similar problems were considered. | |
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International
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No |
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Project type
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Proyectos y convenios de financiación privada |
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Company
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Omnicom Group Spain |
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Entity Nationality
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Sin nacionalidad |
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Entity size
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Gran Empresa (>250) |
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Granting date
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