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.
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 what [...]
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 [...]
Resolve to Be a Data-Driven Marketer in 2019
As we've written about previously here the CMOs who survive and thrive the dire C-suite outlook will be those who embrace technology to improve marketing measurement and investment decisions. Whether you are a CMO—or you [...]
What’s Trending in 2019? What You Need to Know
In this brief, five-minute video, Keen Decision Systems' CEO Greg Dolan highlights the top marketing trends for progressive companies in 2019, and explains the role of unified marketing measurement in ensuring they deliver. https://youtu.be/vgIXIsmolJo 3 [...]
How Innovative Measurement Gave Airheads a Lift
The following post was curated from AdWeek's Oct. 10 webinar: Breakthrough Measurement, with permission from Keen's featured client, Bill Mackison, consumer insights lead for Perfetti van Melle (PvM), makers of Airheads and Mentos. "You Only Improve [...]
How to Recoup $82,000 a Day in Your Marketing Plan
Forrester Research reports that implementing unified marketing measurement to optimize marketing can drive a 15 percent efficiency gain in marketing spending. Which is good. Over the past year, Keen's solution has consistently driven a 25 [...]