Measurement and KPI Optimisation … Oldie, But Goldie

Even with large marketing spendings at hand, in the majority of companies marketing planning is still lacking a cascading KPI framework … from strategy down to execution and tactical levels. While as a “lipstick service” marketing planning receives a huge amount of attention, the cruel reality indicates that the quality of planning and data-driven steering is lagging. Backed by huge data science departments, the future will show a higher degree of automation, down to the level of Causal AI, e.g. in marketing mix modelling.