Keen resources

incrementality

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Marketers meeting for marketing budget optimization with a screenshot of keen's mmm platform comparing impact of channels.

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.
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A marketing mix modeling playbook with charts hovering around it.

Multi-touch attribution explained: Is it the best approach?

Discover how multi-channel attribution models can improve your marketing ROI with six key MTA models to implement effective tracking.
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Person analyzing marketing performance data on a tablet, surrounded by digital charts and report graphics representing forecasting and marketing mix modeling.

The hidden risks of “Causal MMM” and why forecast accuracy is the real test of truth

Causal MMM confuses experimentation with explanation. Forecast accuracy is the only real proof of what drives growth.
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Podcast Episode

How to Fix the Measurement Gap and Drive Real Growth with Code3

Is your brand hitting ROAS goals but seeing stagnant growth? You might have a measurement gap. Learn how to fix it in this podcast episode.
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A screenshot of Keen platform showing cost per unit and impressions data for the TikTok overlayed a marketer on their computer.

How to overcome the challenges of traditional matched market testing

Struggling with flawed matched market tests? Explore modern solutions that deliver reliable, cross-channel incrementality measurement at scale.
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A screenshot of Keen Platform optimizing across multiple channels in front of a computer showing more graphs from Keen platform.

Beyond the Effectiveness Equation: Where Google gets it Wrong with Incrementality Alone

Google and Keen both focus on incrementality, but we take marketing analytics further by transforming measurement into action. Learn how our predictive modeling drives 25% better marketing performance through scenario-based planning and financial forecasting.
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A marketer analyzing incrementality in marketing using Keen platform. Graphs from Keen platform are overlayed.

What is incrementality in marketing?

Discover the importance of incremental marketing and how to measure it effectively to optimize budget allocation and justify your spend.
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