New Technologies Drive CPG Media Mix Optimization

This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing.

New Technologies Drive CPG Media Mix Optimization

Angela Reynar


Jodi Philips and Simona Heumann

MarketShare Partners


As business line and marketing executives face increased scrutiny and are asked to do more with less, it has become ever more important to have a clear understanding of how marketing dollars are working for brands. The role of marketing has not changed much over the years, and it still plays a critical function in educating consumers, building brand equity, and generating sales.

What has changed is the variety of channels, their influence on consumers, and the metrics that are...

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