Dynamic marketing resource arbitrage

A system comprising:

• a storage;
• a processor operatively coupled to the storage, the processor configured to execute instructions stored in the storage that when executed cause the processor to carry out a process comprising:
• receiving result data representing quantified results of customer interactions with a plurality of marketing elements;
• calculating response factors corresponding to each of the marketing elements based on the result data;
• generating a model based on the response factors;
• receiving scenario data representing a marketing campaign scenario, the marketing campaign scenario being associated with at least one of the marketing elements;
• and
• generating a marketing plan based on the model and the scenario data, the marketing plan including the at least one marketing elements.

A non-transient computer program product having instructions encoded thereon that when executed by one or more processors cause a process to be carried out, the process comprising:

• receiving result data representing quantified results of customer interactions with a plurality of marketing elements;
• calculating response factors corresponding to each of the marketing elements based on the result data;
• generating a model based on the response factors;
• receiving scenario data representing a marketing campaign scenario, the marketing campaign scenario being associated with at least one of the marketing elements;
• and
• generating a marketing plan based on the model and the scenario data, the marketing plan including the at least one marketing elements.