Trends Report

Mix Optimization Takes Over Planning

July 8th, 2014
Jim Nail
With contributors:
Tina Moffett , Luca Paderni , Samantha Merlivat


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.

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.