Grammarly's Data Science team developed BEAM, an AI-driven budget allocation tool designed to optimize marketing spend across various channels. Transitioning from a manual, attribution-based model, BEAM uses data and machine learning to allocate budgets efficiently and assess channel performance, enhancing decision-making while addressing challenges related to diminishing returns and data privacy. The tool enables self-service for marketers and finance, improves budget recommendations, and allows continuous evaluation through backtesting and testing methods. As a result, Grammarly's marketing strategies have become more accurate and scalable.
https://www.grammarly.com/blog/engineering/how-grammarly-built-beam/