Getting The Green Light For Marketing Mix Optimization

Consumers, empowered by technology, increasingly rely on digital sources of information to make better-informed purchase decisions. Marketing leaders need to gain insights into the touchpoints that influence their customers at each stage of the customer life cycle and must update traditional media mix models to incorporate fast-emerging channels such as social and mobile. But to make sure the marketing plans reflect the insights from more-sophisticated mix modeling initiatives, marketers will need strong evidence of positive impact on business results. In this report, originally published in December 2012 under the title of "Deliver Transparent Returns On Your Marketing Dollar," we outline two new practices in marketing mix optimization and help marketing leadership professionals build the business case for them at their firms. Forrester has reviewed and updated this report periodically for continued relevance and accuracy. We have now updated it to include data from Forrester's Q3 2014 Global Marketing Mix Benchmark Online Survey.