Keen resources

Marketing Mix Modeling

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A marketer using Keen's marketing mix modeling solution. Includes an image with a graph from Keen's MMM platform on top.

What is marketing mix modeling? MMM explained

Learn how marketing mix modeling works, its benefits and limitations, and how marketing teams use MMM analysis to guide smarter budget decisions.
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A blog thumbnail graphic promoting the Keen Three C's concept.

Guiding your organization to make better marketing mix decisions

Turn MMM into a decision system. Align marketing + finance, tame complexity, and invest smarter with Keen’s modern MMM platform.
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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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Marketers meeting to pick the best MMM tool and deciding on Keen decision systems. Includes example graphs representative of the Keen marketing mix modeling platform.

Top marketing mix modeling companies compared

This guide ranks the best MMM solutions across tech platforms, consultancies, and open-source tools so that you can choose the right fit for your team.
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Screenshot of Keen's AI Marketing Plan output on top of an image of a marketer working on marketing plan

Time decay attribution model: What it is and how it works

Explore how time decay attribution assigns credit to marketing touchpoints and if it’s the right fit for your measurement strategy.
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Marketer who is succeeding at demand planning thanks to Keen and it's demand planning best practices. Includes visual overlays of Keen platform.

What is demand planning? Best practices for marketers

Learn more about intelligent demand planning. Explore best practices to align teams, respond to change in real time, and connect forecasting to performance.
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A screenshot of Keen platform showing cost per unit and impressions data for the TikTok overlayed a marketer on their computer.

How to overcome the challenges of traditional matched market testing

Struggling with flawed matched market tests? Explore modern solutions that deliver reliable, cross-channel incrementality measurement at scale.
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Podcast Episode

Beyond CPG: 85SIXTY’s Approach to MMM for Travel Brands

Lounge from 85SIXTY reveals how utilizing MMM for travel brands can turn seasonal challenges into opportunities that drives ROI.
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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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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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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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Screenshot of media buying investment plan inside keen platform with image of marketer on their computer.

Incrementality testing in marketing: What you need to know

Is incrementality testing in marketing still effective? Discover its biggest flaws and a smarter way to measure true campaign impact.
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Screenshot of Keen platform showing optimized spend based on attribution results with a picture of a shopper behind it.

What is attribution in marketing? A guide for modern marketers

Understand the meaning of attribution, why traditional models fall short, and how incrementality and MMM provide clearer insight into your marketing performance.
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