How Analytics Helps Consumer Goods Brand Managers With Marketing Mix Modeling

Consumer goods brand managers are under increasing pressure to demonstrate ROI in a myriad of marketing investments. Here, we review how new information sources and analytic capabilities can make better marketing mix decisions.

Publication: 
Gartner
Author: 
Scheilbenreif, Don; Collins, Kimberly
Document Type: 
Research
Paywall: 
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