An End-to-End Framework for Marketing Effectiveness Optimization under Budget Constraint

no code implementations • 9 Feb 2023 • Ziang Yan, Shusen Wang, Guorui Zhou, Jingjian Lin, Peng Jiang

Recent advances in this field often address the budget allocation problem using a two-stage paradigm: the first stage estimates the individual-level treatment effects using causal inference algorithms, and the second stage invokes integer programming techniques to find the optimal budget allocation solution.

Causal Inference Marketing