For Customer Intelligence Professionals

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	September 23, 2009 Executive Q&A: Marketing Mix Modeling A Guide For Customer Intelligence Professionals by Julie M. Katz with Carlton A. Doty, Emily Murphy

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Executive Summary

The current economic climate is causing marketers to wake up to how their budgets are distributed and how effective their marketing programs are. Customer intelligence professionals control their companies' marketing data and can help them make sense of it using marketing mix models. This report helps customer intelligence professionals understand what marketing mix modeling means to them and what data they need to gather to inform the models. It also answers these questions: What are the most common challenges of marketing mix modeling? How do online channels fit in to the model? How do customer intelligence professionals get started with marketing mix modeling? How should customer intelligence professionals act on the model information?

TABLE OF CONTENTS

• 1. What is marketing mix modeling?
• 2. What are the typical inputs to marketing mix modeling?
• 3. What are the challenges of marketing mix modeling?
• 4. Where do online channels fit in marketing mix modeling?
• 5. How should customer intelligence professionals get started?

This is an excerpt

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