Acxiom DMA09 - Marketing Mix Optimization
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"Marketing Mix Optimization - The Starting Point for Multichannel, Customer Centric Communications"
Performance of marketing investments is being scrutinized now more than ever before. And, marketers are faced with an exponential growth in the…
"Marketing Mix Optimization - The Starting Point for Multichannel, Customer Centric Communications"
Performance of marketing investments is being scrutinized now more than ever before. And, marketers are faced with an exponential growth in the number of media and marketing channels. Therefore, many marketers are asking themselves: How do I determine the optimal marketing investment mix to reach my most profitable customers with the right product and offer? This session will examine how to do just that by:
Recognizing and segmenting your most profitable customers and prospects
Executing and linking individual level media consumption
Forecasting the effects of marketing tactics across your lines of business, brands, geographies, media and channels
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