Why Read This
In the age of the customer, people have access to more media and information channels than ever before— and marketers are struggling to allocate budget effectively across channels and properly measure which initiatives contribute most to success. To cope with this increasing complexity, marketing leaders need to rely on both the art and science 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 generated by those channels to help you make investment decisions based on desired business outcomes rather than on past investment levels and rules of thumb. To benefit most from this new approach, marketing leaders must embrace adaptive methods to team organization and workflow. 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. This report was originally published on July 22, 2013; Forrester reviews it periodically for continued relevance and accuracy. We are now updating it with current ForecastView and Consumer Technographics® data.