Many executives have repeated this age-old adage – the effect of which is wasted allocation of the marketing budget. Now through development of sophisticated analytical tools and methodologies, such as econometrics and optimizations, we can determine which advertising spend, as well as other marketing activities, has the best return on marketing investment to increase profitability and customer lifetime value. 

Known by a number of names such as marketing mix, media mix, marketing resource management, marketing measurement or marketing productivity, this analysis helps companies get their arms around what's working and what's not working in the marketing arena.  Years ago, with very few marketing channels, the marketing mantra was test, test and test.  However, with perhaps over 100 marketing activities along with other external drivers (such as interest rates if it's a bank or weather if it's retail), testing is nearly impossible as well as prohibitively expense.

Let us know if we can help you determine which half of your advertising is working.