Measuring Success With MMM, MTA, and Promotional Lift
Chapter Overview
Chief marketing officers and marketing executives must handle one tough task every year—how to best allocate their budget into a wide range of marketing activities so they can maximize returns of their limited marketing dollars.
Planning budget spending across the various marketing channels is a daunting exercise. The increasing of marketing channels and technologies adds complexities of marketing measurements. Marketers have to consider many key factors such as media campaign quality, competition, seasonality, holidays, market growth, products launch, macroeconomic factors, and so on.
Small- to medium-sized retailers have additional challenges. They do not have ...
Get Highly Effective Marketing Analytics now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
