Keen resources

Bradley Keefer

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Headshot of Keen CRO Bradley Keefer

The CMO view From IAB ALM: Measurement, pressure, and what comes next

Takeaways from IAB ALM on marketing measurement, incrementality, and why CMOs are rethinking how they measure marketing effectiveness.
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Person analyzing marketing performance data on a tablet, surrounded by digital charts and report graphics representing forecasting and marketing mix modeling.

The hidden risks of “Causal MMM” and why forecast accuracy is the real test of truth

Causal MMM confuses experimentation with explanation. Forecast accuracy is the only real proof of what drives growth.
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Computer screen with dashboards of bar graphs and pie charts.

Google’s Meridian and the Future of MMM: Transparency is Great, but Prediction is the Endgame

Open-source MMM tools like Google’s Meridian stop at measurement. Keen completes the puzzle by turning marketing analytics into a predictive decision-making system that optimizes for real business growth
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