Taking the guesswork out of budgeting

Karl Weaver and Paul Dyson

Most companies will have some sort of structured process for setting the marketing budget. As a business Data2Decisions has worked with many clients to design and implement such processes, often across a brand portfolio and across countries.

Recently, we have observed the approach evolving. Clients want to understand the potential range of financial risk when making decisions about how to spend the marketing budget. This arises naturally from an increasingly varied and complex marketing palette and is critical because understanding the sensitivities may change a decision about how much and where to spend limited marketing resources. So we have been working to apply risk assessment to the budgeting process.

THE PROCESS