ROI-Based Planning: The Antidote to Zero-Based Budgeting

In this AdExchanger Data-Driven Thinker column, our COO Jay Friedman explains why marketers should drop zero-based budgeting (ZBB), a cost-cutting technique where you build your budget from $0, and instead embrace lift-based budgeting, a method that lets marketers segment budgets with certain goals and truly work toward measurable results that affect the bottom line.