With today’s channel and media fragmentation, consumer goods brands can’t rely on gut instincts to get their marketing mixes right. And as these channels grow (and budgets shrink), properly leveraging the power of analytics is what’s separating the winners from the losers.
A recent webinar dove into how Ocean Spray is integrating marketing mix models into its day-to-day operations — using analytics to drive business and really maximize ROI. Also discussed: How Facebook’s data science team determines which elements of a campaign are working, which aren’t, and how they can be improved quickly and so the insights are actionable.
Read on for the webinar transcript and get an education in the future of marketing effectiveness.