Using Data Analytics to Optimize Marketing Spending

Aligning your marketing goals with wider business objectives can be a major challenge, especially when it comes to budget allocation. How do you make informed decisions when determining marketing spend? In this episode of Solving for B°, Dr. Hari Sridhar, Associate Professor of Marketing at Texas A&M University, and Dr. Vikas Mittal, Professor of Marketing at Rice University, explain how brands can harness data analytics to create effective marketing spend strategies. Learn not only how to allocate marketing budgets but also how to avoid common pitfalls that misalign the marketing plan and the business strategy. We hope you enjoy!