Monica: Optimization Algorithm Whitepaper

Agencies, marketers, media owners, and other interested parties would like it to be easy to use software to develop media budgets and execute plans based on the best available facts, with a generally accepted algorithm.

For example, an agency, marketer or media owner wants to know how much of the budget should go to mobile relative to other elements of the media mix. More specifically, they want to know how much to spend on different tactics based on their specific objectives and target audience. They would like to be able to compare a budget plan to the optimal mix recommendation. For example, one might compare last year’s budget allocation to the optimized plan based on Marketing Evolution’s ROI Brain benchmarks.

The agency, marketer or media owner would like the option to use Marketing Evolution supplied data by industry to generate a benchmark plan in under two minutes, or to include his or her own data into the budget optimizer for a plan that is highly specific to the brand.

This use case could be applied to other media beyond mobile, such as local TV, out-of-Home, radio, advertising, etc.