Evaluate Your Marketing Optimization Readiness

Marketers today face increasing customer power, rapid change in media consumption, and ever-greater pressure for marketing to be accountable for business impact. To respond to these new demands, marketing leaders must embrace marketing mix optimization (MMO), a data-driven approach combining a customer-centric view of the marketing mix, quantitative analysis of marketing results, and a more flexible management approach that enables shifting budgets to high-performing elements of the mix. The first step in the adoption of MMO is for marketers to evaluate their resources and the processes and technologies of their teams and plan how to equip them with the skills and tools needed to operate in this new environment. Marketing leaders who are ready to lead their teams in this evolution should read this report, use the assessment tool to understand where they stand today, and prioritize the actions they need to take over the next three years to move up the marketing mix optimization maturity curve. This report was originally published on November 5, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently in September 2014.