Project Description


One of the biggest challenges for today’s CMOs is to understand how and where to invest their marketing budgets – which channels, formats and messaging types contribute the most and how should you balance the money and resources between the different channels and activities in the marketing mix?

In a digital world, where we have tremendous amounts of data at hand, many brands have focused a lot on short term sales activations that lead to immediate wins. In an increasingly competitive market, however, this makes it harder to grow and increase profit in the long term. To succeed over the long term, brands need to continue putting much focus on building a strong brand – and in this episode, you’ll learn why.

We also cover topics such as:

• How marketing mix modeling can help you optimize the