The more consumers interact with media, the more marketers know about their habits, and the less time they need to plan and guess actions. Mix Optimization Takes Over Planning, a new Forrester Research, Inc. report, shows why itís important for marketers to transition to a marketing optimization platform and provides key steps that will help enable the transition.
Despite a number of compelling reasons to move away from annual plans and budgets, many CFOs are reluctant to make the change. They fail to recognize that there are alternative (and less dysfunctional) ways of driving performance improvement and making managers accountable for performance. CFOs need to implement systems that provide managers at every level with the capability to make fast, well-informed decisions. They need to replace annual planning cycles with more regular business reviews that enable managers to see trends, patterns, and "breaks in the curve" long before the competition.