Mix Art And Science For Marketing Success
November 21, 2014
Why Read This Report
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 report 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.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Marketers Struggle To Optimize Their Marketing Mix
- The Art Of Marketing Demands Mastery Of The Customer Life Cycle
- The Science Of Marketing Links Investments To Business Outcomes
- Activate Art And Science with Adaptive Marketing
WHAT IT MEANS
- Combine Art And Science To Reinvent Marketing
- Supplemental Material
The Next Generation Of Enterprise Marketing Technology
August 5, 2016 | Joe Stanhope
Sharpen Your Mix In China With The Marketing RaDaR
May 2, 2014 | Xiaofeng Wang
The Next Act For Agencies: The Post-Digital Agency Landscape
December 6, 2013 | David M. Cooperstein