How do you allocate budgets across different channels within a campaign?
1 Answer
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • February 2
I recommend starting by modeling out the forecasted results. Once you have these estimates, you can better determine the contribution by each channel, which will help you allocate the percentage of spend accordingly.
I would also consider reallocating the budget once you have data and a better understanding of performance. If a channel is not working, ideally, you should be able to shift the budget to a channel that is performing well.
Lastly, you'll also want to consider how this is factored across different geographies, if applicable to your organization.
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