Forrester

Why Read This Report

Marketers have access to more marketing channels than ever before — but most of them are struggling to cope with this increasing complexity. For CMOs and senior marketers, all of these new channels have made it difficult to organize a unified marketing strategy and nearly impossible to make investment decisions. To successfully manage multichannel marketing programs, marketers will need to rely on both the art and science of marketing. The art of marketing helps you coordinate marketing channels — and the messages you put into those channels — based on where in the customer life cycle each channel is most effective. The science of marketing taps into the rich data associated with all of these channels so that you can make investment decisions based on desired business outcomes rather than past investment levels and rule of thumb. This report, the vision of our marketing mix optimization playbook, will help CMO and marketing leadership professionals discover how to combine art and science to successfully optimize resources across their entire marketing mix.