What would the Return on Investment be if you could change your marketing mix?

This is a question that large customers with complex marketing strategies that are balanced between a multitude of mediums ask themselves every day. Should we drop radio for online? Should I shift marketing from television to search? What will the impact on my business be if I started marketing online?

Typically, the answer comes through a myriad of testing and lost marketing dollars. Until now. Marketers have been utilizing past performance to predict future marketing performance. There are huge risks associated with this as new mediums are added over time. The shift of classifieds from newspaper to online is just one small example. If you continued your classified spends without shifting them online, you wouldn’t be reaching the maximum potential. In fact, you could be simply wasting your money.

ThinkVine has been working on “What if” scenarios for almost a decade. Their customers are pretty impressive… Sunny Delight, SC Johnson,