Gartner Research

Maximize Advertising ROI Using 3 Media Cost Optimization Techniques

Published: 08 July 2019

ID: G00407636

Analyst(s): Lizzy Foo Kune , Ewan McIntyre , Eric Schmitt


When budgets are under pressure, advertising spending often gets cut first. Maintaining reach, engagement and conversions — while optimizing costs — requires a structured approach. Marketing leaders can use three techniques to balance media mix efficiency and effectiveness in 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

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