
In this episode, we discuss the budget allocation problem faced by Atlassian when trying to optimize its marketing investment decisions across many channels, products, and geographic markets. The company solved this with a two-stage system: a global payout model that predicts how business outcomes change with spend, followed by a constrained optimizer that finds the best allocation across the entire portfolio. They then added an independent optimizer as a reliability check and connected the system to a continuous offline-online feedback loop. The result was a double-digit percentage reduction in cost at equivalent spending levels, showing that significant gains can come simply from allocating the same money more intelligently.
For more details, you can refer to their published tech blog, linked here for your reference: https://www.atlassian.com/blog/how-we-build/budget-allocation-at-scale-building-ml-optimization-system
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