New Technologies Drive CPG Media Mix Optimization
Jodi Philips and Simona Heumann
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...