Health and beauty giant Nivea had been struggling to formulate an exact advertising and marketing spend budget. It then approached marketing research giant Millward Brown to help with the budgeting. Due to reduced budgets, the idea of involving the research firm was to spread out the spend efficiently across product and geographic segments. Millward Brown has confirmed that companies are increasingly spending on data backed business analytics before arriving at predicted figures. It occupies a little over 6% of the marketing spend now but expected to rise by two-thirds over the next three years alone. TV & other more traditional forms of marketing are less effective these days.

Sourced:  http://www.cmo.com.au/article/595988/how-nivea-delivered-better-roi-marketing-spend/