Gartner Research

Sharpen Your Advertising Spending Strategy With Three Cost Optimization Techniques

Published: 30 June 2017

ID: G00328506

Analyst(s): Ewan McIntyre


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



  • 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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.