Trends Report

Evaluate Your Marketing Optimization Initiative

January 14th, 2015
JN
Jim Nail
With contributors:
Luca Paderni , Elizabeth Ryckewaert

Summary

With increasing diversity of media, more-powerful consumers, greater demand for return on investment (ROI) accountability, and a tsunami of data, marketing mix models are becoming essential tools to optimize budget allocation and campaign execution. This report surveyed 30 experienced modelers on the management, use, and supporting practices that enable an effective marketing optimization strategy. Marketing leaders should read this report to compare themselves with more-mature practices and to identify the next stage of evolution they must embrace to master a data-driven optimization approach.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.