The complexity of today’s omnichannel environment has created new challenges for brands seeking to determine the right budget allocation and optimize channel decision making. How are BevAlc brands navigating the change? What are the key fundamental questions to ask? How do you align across multiple departments? Which areas of the planning process need to be approached differently? What data sources should you be looking at? Get the answers to these questions and more, and leave with tools you can apply to your business to be more confident in your decision making around program investment and measuring effectiveness as you craft your new marketing mix.