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.
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]