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.
How to Promote Authentic Leadership
The ultimate test of authenticity for company leadership parallels how we evaluate human leadership. I call it the “grape test”: It's a measure of what comes out when we’re pressed. And 2020 has been a pressing year [...]
Will We Be Living in a Digital World?
I believe there is an underlying, misguided supposition by many marketers that we are on an inevitable slide to a digital-only world. Marketers who make decisions from this framework will quickly encounter technical headwinds, but [...]
Tune In to TV’s Potential In Your Marketing Mix
A recent AdAge article affirms that recent changes in consumer consumption of video content does “not mean brands and marketers need to cut the cord on traditional TV spend altogether.” The enduring potential of TV does not mean [...]
Is Your New Marketing Mix Already Stale?
Even as brand marketers receive their long-awaited marketing mix modeling reports, many will might be surprised to learn that these iconic performance measurements, which have always been an imperfect measure of marketing effectiveness, are even more [...]
Randall Beard Joins Keen Board of Directors
DURHAM, N.C.--(BUSINESS WIRE)--Keen Decision Systems today announced that it has named Randall Beard to its Board of Directors. Beard brings a deep background in digital media and the data and e-commerce industries. With more than [...]
Here’s Why “Improvise” Is Not a Marketing Strategy
By: Greg Dolan (Originally published on LinkedIn) As we ride the long wave of the COVID-19 pandemic and absorb its economic and social impacts, Christine Moorman and the team at CMOsurvey.org have come out with a timely [...]
Why It’s Time to Think Outside The Box with TV Advertising
Marketers are deeply invested in television, even though it’s a medium whose metrics haven’t caught up with the sophistication of other channels’ martech options. While it can feel easy— and even right—to invest in the [...]
How to Make 2020 Your Year to Break Through
We always look forward to Christine Moorman's CMO Survey, one of the most robust and timely reports on the state of marketing. But this report was particularly exciting because hidden in plain sight among its [...]
Where Did All the CMOs Go? What You Need to Know
The relentless pressure to drive growth keeps marketing in the C-suite's hot seat. In fact, CMOs have the shortest tenure in the room these days; but recently, things have taken a surprising turn for the [...]
How to Boost Your Marketing Attribution For a More Profitable 2020
“In today’s world, driving business growth is job one for marketers. To prove your team is making that happen, it is imperative they have a clear view of marketing attribution. But pulling together the data [...]