Computational marketing has become increasingly important in today's digital world, facing challenges such as massive heterogeneous data, multi-channel customer journeys, and limited marketing budgets. In this paper, we propose a general framework for marketing AI systems, the Neural Optimization with Adaptive Heuristics (NOAH) framework. NOAH is the first general framework for marketing optimization that considers both to-business (2B) and to-consumer (2C) products, as well as both owned and paid channels. We describe key modules of the NOAH framework, including prediction, optimization, and adaptive heuristics, providing examples for bidding and content optimization. We then detail the successful application of NOAH to LinkedIn's email marketing system, showcasing significant wins over the legacy ranking system. Additionally, we share details and insights that are broadly useful, particularly on: (i) addressing delayed feedback with lifetime value, (ii) performing large-scale linear programming with randomization, (iii) improving retrieval with audience expansion, (iv) reducing signal dilution in targeting tests, and (v) handling zero-inflated heavy-tail metrics in statistical testing.

Several key problems in web-scale recommender systems, such as optimal matching and allocation, can be formulated as large-scale linear programs (LPs) [4, 1]. These LPs take predictions from ML models such as probabilities of click, like, etc. as inputs and optimize recommendations made to users. In recent years, there has been an explosion in the research and development of large-scale recommender systems, but effective optimization of business objectives using the output of those systems remains a challenge. Although LPs can help optimize such business objectives, and algorithms for solving LPs have existed since the 1950s [5, 8], generic LP solvers cannot handle the scale of these problems. At LinkedIn, we have developed algorithms that can solve LPs of various forms with trillions of variables in a Spark-based library called "DuaLip" [7], a novel distributed solver that solves a perturbation of the LP problem at scale via gradient-based algorithms on the smooth dual of the perturbed LP. DuaLip has been deployed in production at LinkedIn and powers several very large-scale recommender systems. DuaLip is open-sourced and extensible in terms of features and algorithms.