Posted by Tracy Stokes on July 9, 2012
Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling (MMM) can help all marketers optimize their online and offline marketing budgets through predictive analytics that bring order to the chaos of an increasingly fragmented media landscape. But while the benefits of marketing mix modeling are significant, so too are the resources and planning required to embed it into your organization and marketing process. Forrester’s research shows that marketers are in different stages of maturity for integrating MMM into their organization and getting the most from this powerful tool. We are conducting a survey to better understand the state of MMM deployment within marketing organizations. We’ll use the results to help you and other marketers benchmark your MMM experience. So if you are a marketing mix modeling veteran, a newbie, or somewhere in between, take our 10-minute survey to share your experiences, and we’ll share the results with you.