OPTIMIZATION MODEL FOR EVALUATING THE EFFECTIVENESS OF MARKET-ING CAMPAIGNS BASED ON A GENERALIZED FORMULATION OF THE TRANS-PORTATION PROBLEM
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| Formato: | Recurso digital |
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2026
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| _version_ | 1866902088784543744 |
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| author | Grigoryan M. Tumanyan A. |
| author_facet | Grigoryan M. Tumanyan A. |
| contents | <p><strong><span lang="EN-US">Abstract</span></strong></p> <p><span lang="EN-US">In the modern marketing environment, the development of multi-channel communication systems, the deepening of consumer market segmentation, and the growth of data-driven management requirements determine the need for new methodological approaches to assessing the effectiveness of marketing campaigns. The limitation of marketing resources and the diversity of goals give rise to optimal allocation problems, the solution of which requires the use of mathematical modeling.</span></p> <p><span lang="EN-US">This article proposes a multidimensional mathematical model for planning and assessing the effectiveness of marketing campaigns, which is based on a generalized formulation of the transportation problem and is adapted to the specifics of marketing systems. The model allows for the optimal distribution of marketing resources between communication channels, target markets, strategic goals, and tools used, while ensuring minimal total costs and meeting the specified efficiency indicators.</span></p> <p><span lang="EN-US">The model structure includes the resource constraints of marketing channels, market demand, unit costs of channel-tool combinations, as well as efficiency ratios that reflect the level of marketing impact. The applicability of the proposed model is demonstrated through a numerical example and sensitivity analysis, which allow assessing the impact of changes in various factors on the optimal solution.</span></p> <p><span lang="EN-US">The results obtained show that the application of mathematical optimization approaches in the marketing management process provides a more efficient allocation of resources, contributes to the implementation of strategic goals, and can serve as a decision support tool for marketing managers and analysts.</span></p> <p> </p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18631222 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | OPTIMIZATION MODEL FOR EVALUATING THE EFFECTIVENESS OF MARKET-ING CAMPAIGNS BASED ON A GENERALIZED FORMULATION OF THE TRANS-PORTATION PROBLEM Grigoryan M. Tumanyan A. marketing campaign, effectiveness assessment, mathematical modeling, transportation problem, digital marketing mix, marketing management, optimization <p><strong><span lang="EN-US">Abstract</span></strong></p> <p><span lang="EN-US">In the modern marketing environment, the development of multi-channel communication systems, the deepening of consumer market segmentation, and the growth of data-driven management requirements determine the need for new methodological approaches to assessing the effectiveness of marketing campaigns. The limitation of marketing resources and the diversity of goals give rise to optimal allocation problems, the solution of which requires the use of mathematical modeling.</span></p> <p><span lang="EN-US">This article proposes a multidimensional mathematical model for planning and assessing the effectiveness of marketing campaigns, which is based on a generalized formulation of the transportation problem and is adapted to the specifics of marketing systems. The model allows for the optimal distribution of marketing resources between communication channels, target markets, strategic goals, and tools used, while ensuring minimal total costs and meeting the specified efficiency indicators.</span></p> <p><span lang="EN-US">The model structure includes the resource constraints of marketing channels, market demand, unit costs of channel-tool combinations, as well as efficiency ratios that reflect the level of marketing impact. The applicability of the proposed model is demonstrated through a numerical example and sensitivity analysis, which allow assessing the impact of changes in various factors on the optimal solution.</span></p> <p><span lang="EN-US">The results obtained show that the application of mathematical optimization approaches in the marketing management process provides a more efficient allocation of resources, contributes to the implementation of strategic goals, and can serve as a decision support tool for marketing managers and analysts.</span></p> <p> </p> |
| title | OPTIMIZATION MODEL FOR EVALUATING THE EFFECTIVENESS OF MARKET-ING CAMPAIGNS BASED ON A GENERALIZED FORMULATION OF THE TRANS-PORTATION PROBLEM |
| topic | marketing campaign, effectiveness assessment, mathematical modeling, transportation problem, digital marketing mix, marketing management, optimization |
| url | https://doi.org/10.5281/zenodo.18631222 |