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.
Taking Marketing Too Personally – Why You Shouldn’t
Gartner, in its report, “Marketers, They’re Just Not That Into You” predicts that 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 [...]
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 new report required a custom-built project. The evolution of cloud-based, user-friendly [...]
In a Year When Uncertainty is The Only Certainty
Keen is the solution of choice among forward-looking brand marketers, optimizing more than $2 billion in marketing spend. Over the past 52 weeks, Keen clients have driven a 41% improvement in the financial impact of [...]
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 promotions into a single buy, with the intent of helping [...]
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 be both winners and losers. Here are four ways to [...]
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 in large quantities to shelter at home for who knew [...]
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 [...]