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Hi, Im John Colias, Senior Vice President of Decision Analysts Advanced Analytics Group. Here today to talk about media mix modeling. And today were going to focus on optimization. Optimization happens at the end of the media mix modeling project. And in previous episodes we talked about the equation thats produced by the media mix modeling exercise. And this equation is used in optimization, it has inputs of the type, the spending by type of media and by month, and it has an output of the net revenue, the revenue produced by selling the product minus, the media, the cost of the media itself to produce net revenue. And this net revenue have becomes an objective, it becomes the objective function in the optimization exercise. And the objective function is maximized with an algorithm subject to certain constraints. And the first constraint would be as you can see in the depiction here is the total media budget. How much is being spent on the total media budget? And this constraint i