Abstract: A unified model system for constructing a unified marketing model based on contributing models is provided. The unified model system generates conduit variables from the contributing models by applying each contributing model to the values of input parameters to generate corresponding values output parameters of the contributing mode. The unified model system then generates metrics from the input parameters and the values of the output parameters where metrics correspond to the conduit variable from the contributing models. The unified model then generates the unified marketing model based at least in part on the generated conduit variables from the contributing models and a mapping of values of input parameters of the contributing models for individual consumers to marketing scores for the individual consumers. The unified marketing model can then be used to assist in the analysis of marketing activities.

Abstract: A facility comprising systems and methods for calculating, for a given budget, an allocation of resources to improve a particular outcome, such as revenue, profit, target miss, etc. The facility takes advantage of first-order derivate information and can decrease both the computation time and memory use in the calculation of suggested spends or allocations, such as the amount of marketing resources to be allocated to various marketing channels. The facility comprises techniques for 1) determining, for a given budget and a response model, resource allocations that will improve the modeled business outcome, 2) determining, for a given budget and revenue response model, resource allocations that will increase profits, and 3) determining, for a given budget, a given set of revenue response models, and a given set of revenue targets, resource allocations that will reduce total target misses.