Channel Mix Is a Strategic Decision, Not a Historical Default

Most brands allocate marketing budgets based on what they did last year, adjusted for current performance anxiety. Data-driven channel mix allocation starts from business objectives, maps channels to funnel stages, and assigns budget proportional to attributed ROI — not precedent.

Channel Mix Framework

  • Map each channel to a primary funnel stage: awareness, consideration, or conversion
  • Measure cost per outcome at each stage, not just cost per click
  • Allocate 70% to proven performers, 20% to testing, 10% to experimental
  • Review and rebalance quarterly based on performance data, not annually