Marketing Strategy & Planning

2027 Industry Investment Guide

Plan 2027 with confidence in every dollar. The 2027 Marketing Investment Guide shows what your next dollar will return by channel, week and industry.”

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Food and Beverage Brand Investment Guide

Profit ROI benchmarks by channel, retailer, and timing for Food & Beverage brands. Download Keen’s 2027 Investment Guide.

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Marketing mix modeling: measurement vs. planning tools

Meridian, Robyn, and PyMC-Marketing measure what happened. See why planning next year’s budget with marketing mix modeling needs a different approach.

Podcast Episode

Marketing Measurement Framework: 4 Layers That Connect with iridio by RRD

Derek DeGroat of iridio by RRD shares a 4-part marketing measurement framework covering segmentation, MMM, in-campaign testing, and weekly optimization.

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Marketing forecasting: A complete guide with methods and tools

Master advanced marketing forecasting methods to optimize your media spend. Explore the forecasting techniques that drive predictable revenue and ROI.

CPG marketing: Strategy and best practices

Learn how to build a data-driven CPG marketing strategy and the best practices to follow for driving profitable, scalable brand growth.

How to use predictive analytics for marketing campaign planning

Learn how to use predictive analytics for marketing campaign planning to avoid budget waste. Simulate what-if scenarios and pre-optimize spend before launch.

18 proven marketing tactics agencies use to scale client ROI

See how agencies boost client performance, optimize campaigns, and drive measurable growth with these 18 marketing tactics examples.

Data-driven marketing budget optimization across channels

Master budget optimization in marketing across channels to cut wasted spend, boost ROI, overcome data silos, and improve decision-making.

Why strategic media planning must focus on business outcomes

Learn how to develop a media planning strategy that drives measurable ROI. Follow proven steps to connect every media investment to real business outcomes.

How to forecast marketing results when you don’t have historical data

Discover how to forecast marketing results with little or no past data. Build credible projections through proxy models and scenario testing.

How to write a marketing plan objectives section that gets approved by the C-suite

Discover how to write a marketing objective statement to secure C-suite approval. Use predictive analytics to turn vague targets into revenue commitments.

How to create a marketing plan [Step-by-step guide + examples]

Use this 7-step guide for building a marketing plan—packed with templates, campaign phasing, KPI tracking, team ownership, and real examples.

Annual marketing budget allocation: A complete guide

Master digital marketing budget allocation with tips on spend distribution, performance tracking, and scenario planning for annual planning success.

Introduction to annual marketing planning: Meaning and purpose

Understand the annual marketing plan definition and purpose. Overcome common planning challenges and learn the differences between yearly and quarterly plans.

Ready to transform your marketing strategy?