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Optimised Budget Allocation in Marketing “Beyond Media”

In: Agile Marketing Performance Management

Author

Listed:
  • Sascha Stürze

    (Analyx GmbH)

  • Markus Hoyer

    (Analyx GmbH)

  • Claudio Righetti

    (Analyx GmbH)

  • Matthias Rasztar

    (Dr. August Oetker Nahrungsmittel KG)

Abstract

Overall brand revenue can be increased by 1–4%, by not only optimizing the allocation of marketing budgets within a brand, but by systematically extending the reach of data-driven techniques to budget optimisation between lines, brands, product groups and countries. The most successful companies in terms of attaining the above potential have anchored such data-driven budget optimisation in a dynamic, agile planning process. This allows them to confirm the effect of budget decision and to quickly identify any misallocation. The strategic aspects as well as organisational and methodological success factors to be considered are described in the following sections.

Suggested Citation

  • Sascha Stürze & Markus Hoyer & Claudio Righetti & Matthias Rasztar, 2022. "Optimised Budget Allocation in Marketing “Beyond Media”," Management for Professionals, in: Agile Marketing Performance Management, chapter 2, pages 5-14, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-658-38053-3_2
    DOI: 10.1007/978-3-658-38053-3_2
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