Mix Optimization Takes Over Planning

Forrester's reports on marketing mix optimization have charted a course toward a data-driven, scientific approach to marketing, supported by more-fluid adaptive processes, that addresses consumers at each stage of the purchase path. While most firms will implement each of these initiatives individually, the future of marketing will be shaped by new processes that integrate data, analytics, and programmatic technologies to manage marketing efforts in real time, elevating optimization skills above planning sophistication. Read this report to gain a deeper understanding of how these changes will interact and the steps that marketers should take to continually optimize their mix and drive positive business outcomes for their brands.