Optimization falls at the last part of the MMM workflow chart (the Deployment phase). It is based on the concept of the diminishing returns curve. Optimization is one of the layers of insight with which the marketing analytics company is meant to provide the client based on the measurement that they do in the first part of the MMM building block pyramid. Through Optimization, the business is provided with insights so they are capable of enhancing their performance and improving the course of their brands.
0:00 Introduction
1:04 Context
3:10 How Optimization Works
12:06 Optimization Process
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