Article $3-$ Total Unduplicated Reach and Frequency Optimization at P&G$.$

This reading assignment is individual. When reading this article do not focus on understanding all the technical terms and methods that are discussed. This article is simply meant to provide a nice example of how data analytic techniques such as optimization have been used in practice successfully, so keep that in mind as you read the article. The main takeaway should be to enhance your awareness of the different types of applications for optimization methods.

Your write$-$up should be succinct $(1$ page maximum$)$ and should address the following:

Procter and Gamble is a company that has a rich history of applying data analytics to improve strategic decisions as well as day$-$to$-$day operations. Based on this article, as well as your personal experience, briefly comment on the importance of having a data analytics strategy for global companies such as P&G$.$ How can an analytics strategy help a company achieve a competitive advantage?

Briefly comment on the main takeaways of this article. What type of problem were the authors trying to solve? Provide your personal comments on the solution provided.

Based on this article as well as the material covered in class, can you think of one $($or more$)$ example $($s$)$ where optimization might be used to enhance decision$-$making at your company?