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.
5 Ways to Know Your Digital Buy Is Out-of-Whack
Decision Point: “Brands are starting to question if they have over-invested in digital.” -- Sir Martin Sorrell, founder of WPP, plc There’s no mistaking that marketers live in a digital world. And yes, the promise of [...]
Here Are the Best Ways to Measure Your Marketing Success, Part 2
Last week, we took a brief look at two of the major decision-making metrics marketers rely on to demonstrate impact. And we named the elephant in the room: Neither awareness nor short-term ROI helps marketers make better decisions [...]
How to Measure the ROI on Brand Awareness
If you're a top-line guy or gal and all you want out of this post is the short answer to our headline, well, here you go: You can't. But you don't want to stop reading just yet. Because rather [...]
4 Questions Your CFO Hopes You’ll Ask…Soon!
It's no surprise that marketers and financial executives look at the world differently. Sure, you're both focused on the overall health and well-being of the company. And you both have an interest in making sure your investments on [...]
Why ROI Fails to Tell You the Full Story
Rating Returns Where does ROI fit in your analytical toolkit? A recent article in Marketing Week, reporting on a panel at AdWeek Europe, got us thinking about ROI—even more than we usually do. Want to Know [...]
Sponsor This? How to Let Data Be Your Guide
And Now a Word about Sponsors. Some marketers love sponsorships. Others hate them. Whichever camp you’re in, most CMOs are never really sure what kind of return on investment sponsorships actually deliver. What would it look [...]
Marketing Metrics to Delight Even the Most Skeptical CFO
As a finance leader you've got both feet grounded in the numerical realities of here-and-now. Truth be told it sometimes feels as if your marketing counterparts are floating above on clouds of soft metrics that are disconnected from the business' financial [...]
Want to be a successful marketer? Choose Like One.
In part one of this series, we introduced you to some unsettling realities about how decisions get made on the trillions of dollars invested in B2C marketing each year. This week we turn our attention to the attributes of successful decisions and the dangers [...]
Decide to Be a Successful Marketer
Successful people effectively sort their decisions into three buckets: small, medium, and big, according to decision-making expert Mike Whitaker in an interview with Fast Company “Small decisions impact you for a day, such as [...]
4 Things a 40% Boost in Profitability Makes Possible
Keen recently announced that brands using its unified marketing measurement and optimization platform experienced a 40.4 percent increase in profitability for 2018. (Read the release.) Ponder that for a moment—how would your year look different if [...]