Making way for the science of planning marketing investment

The rise of digital platforms and channels has led to a fundamental shift in how brands should allocate their marketing budgets. The established norm of using golden ratios – such as the often used 80/20 rule for working and non-working media allocation – has had its day.

Instead, advertisers now have all of the tools available to build their marketing plans from the ground up, based on overarching business objectives, using data and evidence to guide investment decisions.

As demonstrated over and over again through the work led by our analytics practice, the evidence shows that taking a data-driven approach ultimately leads to better marketing outcomes and a higher business impact.

In our latest viewpoint paper, my colleague Mike Campbell and I explore why it is now time for brands to rethink the use of golden ratios. Instead, brands should leverage new approaches– such as brand equity modeling – that draw on data and analytics to inform better marketing investment decisions.

 

 

To download your copy of Ebiquity’s new Viewpoint paper, The end of the golden ratio in planning marketing investment click above.