Discover how Cleo's analytics team tackled scaling challenges in paid marketing through innovative budget planning and optimization strategies. Learn about the implementation of predictive models and automation to enhance marketing efficiency. Gain insights from Dinda Calista, Analytics Lead, and Cameron Laird, Product Analyst, as they share their experience in overcoming decreased marketing efficiency while increasing spend. This 46-minute talk, presented at the 2023 Oktoberfest Data Science Festival in London, offers valuable lessons for data-driven marketers and analysts looking to improve their paid marketing strategies. Explore cutting-edge ideas in marketing science and predictive modeling that can be applied to real-world problems in the field.