Forrester

Why Read This Report

When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing higher levels of scrutiny from chief executive officers and chief financial officers on how marketers affect business outcomes. Unprecedented access to a wealth of customer behavior data and more powerful analytical tools allow marketers to assess the art and science of their marketing efforts. This playbook will help marketers understand the role that different media platforms play to reach, engage, and provide deep experiences to their customers; guide the development of the business case; and successfully deploy marketing mix models that link marketing programs to business outcomes.