7. Measurement and KPI Optimisation … Oldie, But Goldie

The chapter explores the paradoxical situation where marketing planning is highly valued yet often poorly executed. It delves into the importance of high-quality, content-driven planning and the challenges faced by marketing managers. The text discusses the need for integrated planning systems and applications like Marmind and Aprimo, which can significantly enhance planning efficiency. It also highlights the growing trend of marketing mix modelling and the use of advanced analytics to optimize marketing strategies and budgets. The chapter emphasizes the need for a well-defined KPI framework and the challenges in achieving this. It concludes by discussing the future of marketing analytics and the increasing role of AI and data science in driving marketing effectiveness.