media planning

Multichannel Optimization Remains an Elusive Holy Grail: Customer Level Data Required

Multi-channel optimization is often referred to as marketing analytics’ Holy Grail. But marketing and media mix analytics will fail to reach their potential until empirical individual-level cross-media exposure, response, and transaction datasets become available. Marketers and advertisers have long sought quantitative evidence to drive effective allocation of scarce marketing resources. The challenge continues to intensify … Continue reading →