Digital Marketing

This project was done for the individual hackathon NetElixirAIgnition conducted by the marketing agency NetElixir digital solutions.

The project was about analyzing the data of impressions, clicks, conversions, costs and revenue of multiple campaigns on different ad channels (Google, Microsoft, Meta) and designing a tool to algorithmically and dynamically allocate Marketing budget to the various channels to maximize several KPIs such as Click Through Rate, etc.

I defined some metrics and ran a constrained optimization algorithm to optimize them for this task.