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A Guide to Marketing Budgeting and Forecasting

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28 September, 2018

A Guide to Marketing Budgeting and Forecasting

London Research

This report, produced by Digital Doughnut sister company London Research in partnership with weareCrank, looks at how companies are budgeting for marketing, and attempts to define what marketers should be doing in terms of forecasting and measurement.

Despite the efficiency and flexibility offered by forecasting – and, increasingly, 'zero-based budgeting' – the research shows that there is still a large gap between those that forecast properly and those that are just being handed budget to spend.

The research, based on a survey of businesses, designates marketing reams that are adopting best practices in the area of budgeting and associated activities as 'Legends' (i.e. Leaders) and their less sophisticated counterparts as 'Loafers' (i.e. Laggards).

The report, which contains recommendations for businesses seeking to improve their marketing budgeting, contains the following sections:

  • Forecasting and allocation
  • Evaluation and allocation
  • Performance and ROI
  • Benchmarking and attribution
  • Recommendations

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