Advanced optimization drives faster decisions and double-digit ROI gains for global advertisers.

Gurobi Optimization, LLC, the leader in decision intelligence technology, is helping Marketing Attribution, a leading analytics firm specializing in marketing mix modeling (MMM) and optimization, redefine what’s possible in large-scale media investment planning. By leveraging Gurobi’s high-performance mathematical optimization solver, Marketing Attribution built a custom engine capable of solving massive, complex global media plans in under two minutes — driving a 13% annual increase in media ROI for one of the world’s largest consumer brands.

Faced with over 230,000 nonlinear response curves across 150 brand-country combinations and 30 media channels, Marketing Attribution developed a scalable, cloud-based optimization solution. A key component of this system was a parallelized algorithm based on research from Stanford Professor Dr. Madeleine Udell, which was further enhanced by the firm’s engineering team to support production-scale workloads and hard-to-solve S-curves.

“We’ve been doing optimization for decades, and Gurobi is simply the fastest and most reliable solver we’ve tested,” said Ross Link, Founder of Marketing Attribution.

This innovation allows Marketing Attribution’s clients to move beyond traditional measurement, actively simulating and optimizing future media investments. One global advertiser has already shifted its media mix from 44% digital to 71% digital while achieving double-digit ROI improvements.

Marketing Attribution also uses Gurobi to power price and promotion optimization initiatives across industries like consumer goods, financial services, and e-commerce. Gurobi’s diagnostic tools, like its Irreducible Infeasible Set (IIS) functionality, enable Marketing Attribution to resolve modeling issues rapidly, ensuring solution stability and speed at scale.

“Marketing Attribution exemplifies what’s possible when advanced analytics meets cutting-edge optimization,” said Duke Perrucci, CEO of Gurobi Optimization. “Their team continues to push the boundaries of what our solver can do, creating real-world value at incredible scale.”

With Gurobi, Marketing Attribution is empowering marketers to make smarter, faster, and more profitable decisions—bringing speed, precision, and scientific rigor to media planning in a fast-changing digital world.

To learn more, read the full case study here.

About Gurobi Optimization

With Gurobi’s decision intelligence technology, customers can make optimal business decisions in seconds. From workforce scheduling and portfolio optimization to supply chain design and everything in between, Gurobi identifies the optimal solution, out of trillions of possibilities.

As the leader in decision intelligence, Gurobi delivers easy-to-integrate, full-featured software and best-in-class support, with an industry-leading 98% customer satisfaction rating. Founded in 2008, Gurobi has operations in the Americas, Europe, and Asia. It serves customers in nearly all industries, including organizations like SAP, Air France, and the National Football League. For more information, please visit https://www.gurobi.com/ or call +1 713 871 9341.

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