Keen Insights
Industry Insights & Discussion
Keen Insights is a weekly blog that looks at the state of marketing metrics and the innovations that are helping marketers ensure that their investments are driving optimal, predictable business growth, using metrics that close the “Marketing Proof Gap” with the C-suite.
2021 Super Bowl: Should Marketers Think of Retiring the GOAT?
No, not Tom Brady—The Super Bowl Ad. Long hailed as the MVP of marketing tactics, it may be time to re-think if the Super Bowl [...]
Keeping up with Consumer Shopping Behavioral Changes
Even as the specter of empty toilet paper shelves fades into our pandemic memories, the changes in consumer shopping habits that ensued continue to ripple [...]
Upfront Deals Are Deals No More; Here’s Why
Procter & Gamble's Chief Brand Officer Marc Pritchard made headlines across the ad world last fall when he spoke out against the age-old practice of upfronts
4 Winning “Firsts” for Savvy Marketers in 2021
There are significant shifts taking shape in the marketing industry, enabled and accelerated by the rapidly expanding martech landscape and the unforeseen impacts of the worldwide pandemic--both of which will continue to reshape our economy and lifestyles throughout 2021.
Taking Marketing Too Personally – Why You Shouldn’t
By 2025, 80 percent of marketers will drop personalization efforts. Yet personalization recently was ANA’s “word of the year” for marketers. Here are three reasons marketers should value speed and efficiency over granularity in prioritizing data investments for 2021 and beyond.
Marketer to Decision: Closing the Gap with Technology
A Brief Look Back in Time I’m old enough to remember a world before Salesforce, when sales data resided in the IT department and every [...]
In a Year When Uncertainty is The Only Certainty
It’s important to adapt your decision making to the times—and find a way to account for the effects of a turbulent election, persistent pandemic, social unrest, erratic market swings and altered consumer buying patterns.
Making the Most of Your Media Data Platform Buy
Amazon’s highly integrated shopper experience has given rise to media data platforms by Walmart, Kroger, CVS and Rite Aid, among others. These platforms bundle online and in-store [...]
How to Score a Victory in Your Post-Pandemic Sports Marketing Strategy
Sports marketing in a post-COVID world bears little resemblance to what it was before, and yet the game goes on and that means there will [...]
What Big CPGs Can Do to Regain their Boost
Every cloud has its silver lining, and for America’s large CPG brands the pandemic offered a shiny one as shoppers stocked up on familiar names [...]
The Importance of Driving Value with Martech Integration
How many technologies does your marketing team rely on to do business? If you’ve had the experience of logging into myriad platforms to access information [...]
The Secret to Landing Your Next Promotion
If you’re a brand marketer, I’m about to reveal a secret to helping you secure your next promotion—and setting you on the fast track for [...]
The Death of Personalization is Just Around the Corner
Could it be that personalization is about to be cancelled? It certainly has suffered an epic fall from grace since being heralded as the Association of National [...]
Thriving In This One-Of-A-Kind Back-to-School Season
Let’s start with the numbers for what a “typical” back-to-school season used to look like. According to Deloitte’s annual back-to-school survey : $27.8 billion spent on school supplies, [...]