How Nationwide Modernized Its Marketing Mix Model
Prepared by Forrester and written by Emily Collins, Melissa Bongarzone with Brad Haag, Sarah Voit, Christine Turley
Data challenges often inhibit companies from making use of marketing measurement and analytics. One of the largest insurance and financial services providers in the US, Nationwide, tackled its own data and measurement challenges by overhauling its comprehensive approach.
This case study details the strategic, organizational, and partner pivots Nationwide made to develop a modern marketing mix model, earn internal buy-in, and position marketing as a driver of business growth.
Today, through the work of operationalizing and optimizing their approach continues today, Nationwide's marketing ops team have more granular insights into marketing performance and can measure aspects of marketing that they weren’t able to before. And they’ve been successful in bringing the organization along with them.