Keen resources

Keen Decision Systems

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A screenshot of Keen platform supporting marketing automation. There is an image of a marketer using an ipad in the background.

The ultimate guide to marketing automation

What is marketing automation? Explore benefits, tools, workflows, and how Keen helps scale your strategy with cross-media measurement.
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Marketer looking at a device behind a screenshot of Keen platform's media buying insights powered by AI

Media buying process explained: Basics and best practices

Understand how media buying works, what tools to use, and how to optimize spend across channels. A practical guide for media buyers and planners.
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A screenshot showing insights from Keen's Marketing Insights platform on top of an image of a marketer.

Marketing industry trends: 2025 insights

From ROI plateaus to TikTok’s rise, see what’s driving the biggest trends for marketers in 2025, based on Keen’s analysis of 350+ brands.
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Screenshot of Keen Cross channel media platform overlayed image of agency team members collaborating in the future.

Future of advertising agencies: Don’t get left behind

Discover how top agencies are adapting to AI, automation, and cross-channel media. The future of advertising belongs to strategic partners, not executors.
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A screenshot from Keen's Cross-Media Measurement tool on top of an image of marketers comparing reports.

How to select the best cross-media measurement tool

Learn how to choose a cross-platform measurement tool that deduplicates audiences, measures incrementality, and shows which channels drive real revenue.
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Screenshot of Keen platform's segments feature that allows agencies to look at ad spend across brands.

Ad spend optimization: Why you need an AI-powered strategy

Optimizing ad spend with AI gives agencies the edge in strategy, speed, and measurement. Learn how to plan smarter and prove real media impact.
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Screenshot of Keen platforms model factors on top of a decorative image of question marks.

Marketing mix modeling: Techniques and challenges

Explore top market mix modeling techniques, real-world challenges like data quality and lag, and how Keen delivers faster, more scalable MMM solutions.
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An image of older technology with a graph from modern marketing tool like Keen representing how marketing has changed.

How has marketing management changed in recent years?

Discover how marketing management has changed in recent years. Learn what’s driving the shift toward data-driven decisions, AI tools, and better measurement.
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Table inside keen platform hovering over image of marketer using Keen with decorative charts in the background.

AI change management in marketing: A guide for agencies

Struggling to get your performance marketing team to use AI tools? Learn the right AI and change management strategies to ensure adoption inside your agency.
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Graph from Keen's Marketing Measurement platform on top of picture of marketers meeting.

Marketing measurement: The ultimate guide with best practices 

Improve your campaign strategy with effective measurement in marketing. Discover how to align metrics with business goals and get better results.
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A screenshot from Keen's platform with an image of someone holding a phone showing reporting in the background.

Cross-media measurement for agencies: A practical guide

Your media mix is cross-channel; your measurement should be too. Learn how cross-platform measurement works, what to track, and how Keen’s MMM delivers clarity.
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Graphic showing a Gartner chart comparing marketers feelings toward beeing seen as cost center or profit center.

What is a good marketing efficiency ratio (MER)?

Learn the MER definition and explore how to turn this metric into a strategic tool for forecasting, budgeting, and optimizing marketing efficiency.
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Screenshots of results of Keen platform's full funnel optimization.

The ultimate guide to full-funnel optimization

Master full-funnel media strategy. Learn how media buyers and planners can align paid ad campaigns across TOFU, MOFU, and BOFU to boost conversions.
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Graphic with image from Keen platforms settings screen showing different attribution options and money behind it.

Media attribution is broken: How agencies can fix it

Tired of hitting ROAS goals but seeing flat pipelines? Learn why outdated advertising attribution holds you back—and how to unlock incremental growth.
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Graphic showing the different marketing mix variables considered in Keen platform overlaying consumer product good package.

What are the variables in a company’s marketing mix?

Learn the four core variables of a company’s marketing mix—Product, Price, Place, and Promotion. Get practical tips for marketers to optimize and drive ROI.
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