With shoppers constantly switching between devices while expecting personalization, managing the marketing mix has become infinitely more complex. The question goes beyond "which channels to use?" and now encompasses "how, when, where, and for whom should I use each channel?" All the while, ROAS (return on ad spend) continues to be a fundamental marketing mandate. In this presentation, Valassis Digital and Ensemble IQ Research Solutions will discuss personalizing the media mix with an eye toward real results. In this presentation you can expect to:

• Learn the tactics marketers use to take campaign- and channel-level ROI analysis into account as they set their marketing mix
• Hear about frameworks to compare traditional tactics, such as coupons and in-store marketing, against the "new shiny objects" of influencer campaigns and dynamic mobile ads
• See how marketers assess or overlook the multiplier effect of online + offline connections with consumers