Now you can redeploy some of the resources freed up to invest in more profitable programs. We use marketing-mix models to identify programs that still have potential upside, i.e., that have not reached the point of diminishing returns. This further boosts overall marketing ROI.

More often than not, a campaign will roll out according to production lead times, rather than ROI optimization. For example, a campaign might end up being sequenced email, direct mail, Web site, TV spot — simply because of the production times involved for each tactic. By optimizing the sequence of elements — such as reversing this progression — marketing ROI will increase.