An Approach to Optimize Personalized Treatments in CRM-Campaigns at PAYBACK
Tuesday, October 4, 2022
Evaluation and optimization of the effect of personalized treatments plays an important role in marketing campaigns and CRM strategies at PAYBACK. However, optimization goals are highly variable due to the wide range of applications and constraints imposed by the industry. Here we compare the use of optimization tools to overcome problems encountered in various business settings, such as cost/profit optimization with restrictions enforced by the CRM objectives.