Companies will spend more than $1 trillion globally on marketing in 2017, by one estimate. This puts chief marketing officers stewarding their brands squarely in the crosshairs of CEOs, CFOs and corporate boards, who want to know where all this money is going and what they’re getting in return—“brands be damned.” To respond to these pressures, CMOs have turned to marketing mix optimization (MMO), an analytical approach to figuring out which elements of the marketing mix—media, creative and so on—are working more and less effectively, and then spending more on the winners and less on the losers. By Cesar Brea, Laura Beaudin, Andreas Dullweber and Brian Dennehy
One more birth means one more person. Therefore, that births would be one of the primary drivers of U.S. population growth seems to be a deceptively simple conclusion. However, why, how, and where births contribute to the U.S. population growth varies from state to state.