Marketing Measurement & Optimization: in-housed, outsourced or hybrid?
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An in-house Marketing Mix Optimization (MMO) model can be a powerful way to achieve always-on measurement, increase agility, and improve data management and transparency. But is in-house the right model for your unique business?
In-housing – even in part – gives companies more control of their own data, providing them with a single source of truth. It enables their MMO to be agile, responsive, and always on. It enhances transparency in their analytics, reducing their dependency on third-party ‘black box’ solutions. But the decision to in-house MMO operations should not be taken lightly.In-housing is not suitable for all organizations and there's no one right way to internalize MMO; in-housing is a journey. Download our white paper to find out the key considerations for internally scaling your business through marketing data and analytics.