Which of the following is a strategic way to determine media mix allocation by channel and budget?

Utilizing current data from the brand's attribution platform is a strategic way to determine media mix allocation by channel and budget because it involves analyzing real-time performance metrics and insights about how various channels contribute to conversions and other key performance indicators. This data-driven approach allows marketers to assess which channels are most effective at reaching the target audience and driving desired actions. By leveraging this information, media buyers can make informed decisions on how to allocate budgets across different channels, ensuring a more efficient and effective media mix that is tailored to the brand's specific goals and performance patterns.

Historical data can be useful, but relying solely on it might not reflect current market conditions or consumer behavior changes. Random selection lacks any strategic foundation, leading to ineffective media spending. Survey feedback might provide some insights, but it doesn’t offer the actionable performance insights that come from using the brand's attribution platform, which tracks actual user interactions and transactions. Thus, the approach of utilizing current data ensures a more timely and relevant strategy for media mix optimization.