Focus On People, Processes, And Technology To Achieve Mix Optimization Mastery
Marketing mix optimization (MMO) is a complex endeavor, requiring a fundamental shift in decision-making and marketing measurement processes. To successfully effect this change and really understand how each marketing investment is driving business results, marketers need to come up with a strategic plan to help them develop new skills, reshape planning and campaign management processes, and invest in the right technologies to support this evolution. Firms that have scored themselves using Forrester's MMO maturity model know where they reside today and need to prioritize the right activities and areas to successfully navigate the maturity journey. This report is an update to "Align Marketing Goals With Business Objectives," originally issued to clients on December 28, 2012, and will guide marketers at each level on how to move to the next level.