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.
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 and execute programs, you know first-hand the appeal of integration. [...]
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 future career success. Are you ready? Here goes: Create value. You [...]
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 Advertisers (ANA) 2019 Word of the Year. By year’s end, Gartner reported [...]
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, including clothes, paper supplies, pencils and electronics. $519 per student on-average [...]
The Secret to Driving Marketing Impact with Technology
After many years as a brand marketer, I’m obviously a passionate believer in the power of technology to drive better marketing decisions. It’s one thing for me to tell you why tools like ours make [...]
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 [...]