REAL-TIME MARKETING PORTFOLIO OPTIMIZATION AND REAPPORTIONING

摘要

The present disclosure provides a detailed description of techniques used in systems, methods, and in computer program products for real-time marketing portfolio optimization and reapportioning. The claimed embodiments enable calculating and saving a maximum efficiency response curve of a media portfolio, the maximum efficiency response curve comprising a range of response values resulting from a set of media portfolio input characteristics. A user interacts with an interactive graphical user interface which accepts an input characteristic change to alter a spending apportionment in the media portfolio, relative to the calculated and saved a maximum efficiency response curve. Using the stored maximum efficiency response curve as a baseline, results of the reapportionment(s) are generated and displayed. To provide interactive response times, the change to the spending apportionment is modeled as an incremental change record that is used in conjunction with the retrieved stored representation of the maximum efficiency response curve.

主权项

1. A system comprising:
a planner preprocessor module to calculate a first maximum efficiency response curve of a media portfolio, the first maximum efficiency response curve comprising a first range of response values resulting from a set of initial media portfolio input characteristics; a data storage device to store a precalculated representation of the first maximum efficiency response curve; an interactive planner interface module to accept a change to alter the initial media portfolio input characteristics to a set of updated media portfolio input characteristics; and a predictor module to retrieve the stored representation of the first maximum efficiency response curve, and apply the updated media portfolio input characteristics to the retrieved stored representation of the first maximum efficiency response curve, and generate one or more reallocation values based at least in part on the change.