Saleh Ghazal, Managing director, OMD UAE
“What’s the budget?” is quite possibly the most common question agencies ask brand marketers. Whether the figure is set by the client or recommended by the agency, this question, followed by the budget allocation process, is the start of an inevitable debate with no definitive end.
Innovative technology-based tools now complement the arsenal of techniques and approaches marketers can access to arrive at the optimal budget level and allocation. Despite bringing science to an imperfect process, less than 10 per cent of marketing budgets are earmarked for these solutions. Despite their benefits, few marketers rely on technology and data to pr
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