Optimize Ad Campaign Budget Allocation with Excel Solver (Part 2)

Описание: Want to learn how to optimize ad campaign budget allocation with Excel Solver?

This video is part 2 of a demonstration of how to use Excel Solver to optimally allocate a digital advertising budget across multiple campaigns based on their Revenue Per Dollar Spent (RPDS).

In this video, we compare the results of the Simplex LP and GRG Nonlinear engines and address issues with the GRG Nonlinear method that may prevent it from identifying the globally optimal solution. We also consider multiple scenarios where part of the ad budget could be used to enhance campaign performance.

The data file used in the video can be downloaded from the link below:
https://docs.google.com/spreadsheets/...

The scenarios are inspired by Round 9 of Stukent's Digital Marketing Analytics "Mimic" simulation (this exercise utilizes a similar template, but different data with different parameters for the exercise and performance enhancements). The techniques described in this video may be used to help students approach and think about the simulation, but do not provide any direct answers to the simulation exercise. This content is not sponsored by nor endorsed by Stukent.

Digital Marketing Analytics: Strategic Decision-making/Mimic Digital Marketing
Analytics Bundle
Author: Nathan David
ISBN: 978-1-7360179-2-0
9781736017920
Publisher: Stukent

More generally, the exercise provides students with an application of Excel Solver to digital marketing campaign management.

As mentioned in the video, for more information on Excel Solver, please refer to the following text:

Winston, Wayne (2014). Marketing Analytics: Data-Driven Techniques with Microsoft Excel, Wiley (ISBN: 978-1-118-37343-9)