Budget Allocation at Scale: Building an ML Optimization System for Paid Marketing

Every quarter, Atlassian’s performance marketing team faces a deceptively hard question: given a fixed marketing budget, where should the next dollar go? Across hundreds of advertising channels, geographic markets, and product lines, the combinatorial complexity of that question grows fast. In the past, budget allocation decision overall has been an operational demanding process, involving human […] The post Budget Allocation at Scale: Building an ML Optimization System for Paid Marketing appeared first on Inside Atlassian .