Ticopt

The Tilburg Center for Optimization aims to develop new optimization models and methods and to solve practical optimization problems in industry and governmental institutes.

Marketing Mix Optimization

The Marketing Mix Optimization project has been carried out in cooperation with GFK .
The goal of this project is to find settings for marketing actionables in order to optimize objectives such as the retailer's or manufacturer's turnover, profit or market share. The model is based on the Category Development Index (CDI) concept. The CDI is defined as the ratio of the retailer's share in a category to the retailer's share of the total market and can be considered for different market segments. By using a model for the effect of the marketing actionables on the CDI we can optimize several objectives.