Some two-thirds of marketers currently use behavioral research (consumer behavior insights) to influence their marketing decisions, and almost 7 in 10 expect the use of behavioral data to grow over the next 3 years, according to a Millward Brown Digital study. Results from the survey also show that a majority are using audience measurement tools (61%), but that fewer have adopted marketing mix modeling (30%).
Achieving the optimal marketing mix is a work in progress, per the survey’s respondents, as only about half of media and agency marketers are confident that they have an optimized media mix. Even fewer – 1 in 4 – brand marketers share that confidence. Read the rest at MarketingCharts.