Marketing Mix Optimization with Practical Constraints

In this paper, we address a variant of the marketing mix optimization (MMO) problem which is commonly encountered in many industries, e.g., retail and consumer packaged goods (CPG) industries. This problem requires the spend for each marketing activity, if adjusted, be changed by a non-negligible degree (minimum change) and also the total number of activities with spend change be limited (maximum number of changes). With these two additional practical requirements, the original resource allocation problem is formulated as a mixed integer nonlinear program (MINLP). Given the size of a realistic problem in the industrial setting, the state-of-the-art integer programming solvers may not be able to solve the problem to optimality in a straightforward way within a reasonable amount of time. Hence, we propose a systematic reformulation to ease the computational burden. Computational tests show significant improvements in the solution process.

Maximizing Store Revenues using Tabu Search for Floor Space Optimization

Floor space optimization is a critical revenue management problem commonly encountered by retailers. It maximizes store revenue by optimally allocating floor space to product categories which are assigned to their most appropriate planograms. We formulate the problem as a connected multi-choice knapsack problem with an additional global constraint and propose a tabu search based meta-heuristic that exploits the multiple special neighborhood structures. We also incorporate a mechanism to determine how to combine the multiple neighborhood moves. A candidate list strategy based on learning from prior search history is also employed to improve the search quality. The results of computational testing with a set of test problems show that our tabu search heuristic can solve all problems within a reasonable amount of time. Analyses of individual contributions of relevant components of the algorithm were conducted with computational experiments.