Gartner Research

Sharpen Your Advertising Spending Strategy With Three Cost Optimization Techniques

Published: 30 June 2017

ID: G00328506

Analyst(s): Ewan McIntyre

Summary

When marketing leaders face budget constraints, advertising spending often gets cut first. Maintaining reach, engagement and conversions — while optimizing costs — requires a structured approach. Use three techniques to balance media mix efficiency and effectiveness throughout the customer journey.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Use RCQ to Build High-Level Understanding of the Costs and Value of Different Media
  • Use Multitouch Attribution to Deliver Media Efficiencies
  • Use Marketing Mix Modeling to Gauge the Impact of Changes to Your Media Mix

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