Creating the most efficient marketing mix possible and quantifying the effect of that mix on sales has become the holy grail of modern marketing. Yet in DataXu's new research report, "Modernizing the Mix: Transforming Marketing Through Technology and Analytics," 41% of the 532 global marketers surveyed identify creating the most efficient mix possible as their biggest marketing challenge today.
How can this be? What is preventing marketers from moving forward to solve their "mix" problem and optimize marketing efforts? There are three main roadblocks standing in the way: