Optimised Budget Allocation in Marketing “Beyond Media”

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar ()
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Sascha Stürze: Analyx GmbH
Markus Hoyer: Analyx GmbH
Claudio Righetti: Analyx GmbH
Matthias Rasztar: Dr. August Oetker Nahrungsmittel KG

Chapter 2 in Agile Marketing Performance Management, 2022, pp 5-14 from Springer

Abstract: Abstract Overall brand revenue can be increased by 1–4%, by not only optimizing the allocation of marketing budgets within a brand, but by systematically extending the reach of data-driven techniques to budget optimisation between lines, brands, product groups and countries. The most successful companies in terms of attaining the above potential have anchored such data-driven budget optimisation in a dynamic, agile planning process. This allows them to confirm the effect of budget decision and to quickly identify any misallocation. The strategic aspects as well as organisational and methodological success factors to be considered are described in the following sections.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-38053-3_2

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DOI: 10.1007/978-3-658-38053-3_2

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