Adopt A Staged Approach For Successful Marketing Optimization

Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps tame the flood of data from an increasingly fragmented media and marketing landscape, turning it into insights that can drive improved business performance. While the benefits of MMO are significant, so too are the resources and planning required to embed it in your organization and marketing process. This report provides the road map that marketing leadership professionals can use to plan and successfully deploy an MMO initiative: 1) Align the marketing mix with today's customer behaviors; 2) establish a scientific approach to marketing accountability; 3) aggregate actionable data; 4) build a model that aligns with business goals and outcomes; and 5) refine with optimization. This report was originally published on September 20, 2013; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently in September 2014.