How Brand Data Strategists Can Focus More on Growth

When I first got into the business, broad budget allocations by media types were typically made based on subjective judgment, and on what they were last year. The ANA’s Arch Knowlton and I were part of the movement in the 1980s which shifted thinking to marketing mix modeling (MMM) as the way to do these budget allocations1. And MMM has come a long way since then.