Why Read This
Marketers have access to more marketing channels than ever before — but most of them are struggling to cope with the increasing complexity of allocating budget effectively across channels and properly measuring which initiatives are contributing most to success. In this new context, marketers will need to rely on both the art
of marketing. The art of marketing will help you coordinate marketing channels — and the messages you put into those channels — based on where your audience is in the customer life cycle. The science of marketing taps into the rich data associated with all of these channels so you can make investment decisions based on desired business outcomes rather than on past investment levels and rules of thumb. To benefit the most from this new approach, marketing teams will have to change the way they work and are organized by increasingly embracing adaptive methods. This updated vision report of our marketing mix optimization playbook will help marketing leadership professionals discover how to combine art and science to successfully optimize resources across their entire marketing mix.