Media Mix Modeling: Why Marketer Type Makes a Huge Difference

What is the right media mix?  It's a question that marketers are constantly asking themselves and their agencies.  It appears simple enough, but complexities arise early in the process.  What's the budget?  What is (are) the objective(s)?  These are only a couple of the questions that complicate these decisions.  In today's world, any determination of media mix modeling includes data.  With thousands of media vehicles -- let alone marketing channels -- available, the process of managing data for all of these options can quickly become unwieldy.