Keen resources

marketing mix modeling

Access the complete library of Keen’s marketing mix modeling content. Learn how to apply MMM to guide spend, improve ROI, and plan smarter.

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A consumer holding purchases in gift bags in hand with screenshots of Keen's measurement platform overlayed.

How to measure brand awareness: Proven methods and metrics

Master brand awareness tracking with scalable metrics and data-driven methods that connect awareness to business growth.
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Consumers watching television with TV advertising and screenshots of Keen platform showing TV advertising ROI

TV advertising ROI: 6 ways and metrics to measure it

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A marketer looking at a collage of marketing campaign planning with overlays of Keen's predictive analytics graphs from Keen platform.

How to use predictive analytics for marketing campaign planning​

Learn how to use predictive analytics for marketing campaign planning to avoid budget waste. Simulate what-if scenarios and pre-optimize spend before launch.
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A consumer holding a phone with screenshots of Keen's platform overlayed.

Ad fatigue: How to detect and prevent it

Learn how to measure and combat advertising fatigue with proven methods to refresh your ad campaigns for optimal audience response.
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How to measure your TV ad effectiveness

Learn how to evaluate TV ad effectiveness with key metrics, lift analysis, and marketing mix modeling strategies to optimize your media spend.
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A screenshot of Keen marketing platform overlayed an image of a marketer.

18 proven marketing tactics agencies use to scale client ROI

See how agencies boost client performance, optimize campaigns, and drive measurable growth with these 18 marketing tactics examples.
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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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A CMO looking at their marketing dashboard in Keen platform with overlays of graphs and charts from Keen.

How to build a CMO dashboard that justifies marketing spend to leadership

Discover how to create a CMO marketing dashboard that tracks performance, uncovers growth opportunities, and provides clear insights for leadership.
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A marketer working on their computer to complete strategic media planning with a screenshot of Keen platform overlayed on top.

Why strategic media planning must focus on business outcomes

Learn how to develop a media planning strategy that drives measurable ROI. Follow proven steps to connect every media investment to real business outcomes.
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A marketer using Keen platform to forecast marketing results.

How to forecast marketing results when you don’t have historical data

Discover how to forecast marketing results with little or no past data. Build credible projections through proxy models and scenario testing.
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A marketer setting their marketing plan objectives in Keen's MMM platform

How to write a marketing plan objectives section that gets approved by the C-suite

Discover how to write a marketing objective statement to secure C-suite approval. Use predictive analytics to turn vague targets into revenue commitments.
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Marketer checking graphs in Keen for marketing effectiveness.

Marketing effectiveness: Everything you need to know

Stop guessing your ROI. Learn how to measure marketing effectiveness and tie campaigns to real business growth with data-driven insights.
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Podcast Episode

Plan First, Win Later: Closing the Loop from Budget to Execution with Shopperations

In this episode, Shopperations’ Olga Yurovski reveals how CPG marketers can build systems that enable real-time optimization & better business outcomes.
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Podcast Episode

Full Funnel Measurement in Action: Quigley-Simpson’s Layered Approach to Programmatic Strategy

In this episode, Devyn McHugh reveals how full funnel measurement through layered strategies unlocks programmatic’s true potential.
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