It turns out that marketing optimization is today no different than financial trading, where big data analytics must be done fast to seize new opportunities in just a few seconds.

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The head of marketing finance at a major Financial Service company told me that every year they run their marketing optimization model and it tells them that they overspend on TV, and under spend in print.

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Heather Sundell is marketing manager at The Search Agency, a search marketing and optimization company.

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