Trends Report

Marketers Miss A Big Opportunity With Marketing Mix Modeling

January 24th, 2012
Luca Paderni, null
Luca Paderni
With contributors:
Matthew Dernoga , Michael Glantz , David Cooperstein

Summary

Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively adjust their marketing mix allocation, share hard data on marketing effectiveness to key stakeholders, and plan to continue their investment to benefit from the increasing level of sophistication and analytical granularity brought to market by vendors.

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