In today’s fast-paced digital landscape, marketers are constantly seeking ways to make more informed, data-driven decisions. Our recent webinar shed light on how cutting-edge data integrations and advanced marketing mix modeling (MMM) are transforming the marketing industry for the better. This insightful discussion featured Bradley Keefer (CRO of Keen Decision Systems), Kevin Yamano (VP of Marketing at TapClicks), and Lindsey Shedd (Senior Director of eCommerce and Growth at Beekeepers Naturals).
The webinar explored how the combination of efficient data integration through TapClicks and Keen’s advanced MMM approach are empowering marketers to overcome the challenges faced with a traditional MMM, providing real-time insights and enabling more confident decision-making. From proving the value of top-of-funnel spending to balancing strategy and execution in an increasingly complex channel landscape, the experts shared valuable perspectives on navigating modern marketing complexities.
The Power of Real-Time Marketing Insights
Today’s marketers face a complex landscape filled with challenges. Data overload, channel proliferation, and the need to prove marketing’s value have made decision-making increasingly difficult. Traditional MMM often struggle to keep pace, providing outdated insights that fail to capture the dynamic nature of modern marketing. In this rapidly evolving environment, marketers need more agile and responsive solutions.
In the webinar, Bradley Keefer introduced how Keen is changing this landscape.
“Our platform bridges the gap between marketing and finance,” Keefer explained. “We’re not just measuring ROI; we’re quantifying brand equity and the net present value of marketing efforts.”
From Cost Center to Profit Powerhouse
One of the webinar’s key takeaways was how advanced MMM can transform marketing from a perceived cost center to a proven profit driver. Lindsey Shedd from Beekeepers shared her experience:
“We have a really clear view now of how much we should be spending across various tactics. This clarity has revolutionized our approach to marketing strategy and budget allocation.”
The discussion highlighted how Keen’s approach, leveraging machine learning and Bayesian MMM approaches, provides real-time, actionable insights. While we will not spoil the entire webinar, typically Keen clients see a 25% lift in marketing-influenced revenue within the first year of using the platform.
Streamlining Data Integration
Kevin Yamano from TapClicks shed light on the critical role of efficient data integration in this process. The partnership between Keen and TapClicks emerged as a game-changer, allowing for swift implementation and seamless data consolidation from various sources. This partnership has only enhanced the speed to insight offered by the Keen platform.
Interested in learning more about how to streamline and consolidate your data? Book a demo with the TapClicks team.
Don’t Miss Out on Game-Changing Insights
This recap post only scratches the surface of the valuable insights shared during the webinar. To gain a deeper understanding of how a streamlined data collection process and advanced marketing mix modeling can transform your marketing strategy, watch the full webinar recording here.
