Getting Digital right
Millward Brown Digital and Millward Brown Optimor partnered on a quantitative and qualitative study of marketing executives to better understand the pain points preventing their teams from achieving marketing nirvana. In some respects, the observations mirrored what we’ve been hearing for the past several years. Tracking return on investment, developing a cohesive strategy, and understanding the consumer are not new concepts, but achieving them in an everevolving digital world has added a new set of challenges.
The study uncovered four key themes that are plaguing
• Disconnected consumer touchpoints
• Sub-optimized media allocation
• Inadequate consumer insights
• Inability to measure ROI