Brand managers used to do marketing budget allocation. Traditional methodologies such as marketing mix modelling and digital attribution depended on the analysis of historical data to understand the drivers of ROI. This learning was used to make better decisions for the next quarter.

These days the channels have expanded . Consumer behaviour, competitive strategies and marketing spends of competitors are in a state of flux. It is difficult to keep track of this dynamic marketing environment for a brand manager. Online media buying avails of programmatic. Similar approaches are being tried in the areas of market budget allocation. That improves the result significantly.

Big data, artificial intelligence and machine learning ( ML ) are the game changers. The role of the brand manager has changed in the last five years. There are more channels of distribution. Decisions are to be made at a faster pace. In brand marketing, AI and ML have acquired a bigger role. They have automated decisions. In future instead of the analytical skills, the brand managers will focus on creative side . Data driven decision will be made by AI and ML-enabled machines.