MMM

Explore Keen’s marketing mix modeling (MMM) articles. Learn how MMM helps optimize budgets, improve ROI, and guide better decisions.

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.

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.

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.

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.

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.

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.

Predictive modeling in marketing: A guide to forecasting ROI

Discover how marketing predictive modeling helps forecast ROI, optimize spend, and turn raw data into confident growth decisions.

Multi-category pancake brand drives profitability while expanding into new categories

See how a multi-category pancake brand achieved $3.5 M NPV gains and a 15.2× ROI with Keen while expanding profitably into new categories.

Explore case study

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.

Top marketing mix modeling companies compared

This guide ranks the best MMM solutions across tech platforms, consultancies, and open-source tools so that you can choose the right fit for your team.

Understanding the difference between marketing mix and marketing strategy

Learn the key differences between marketing mix and marketing strategy and how they work together to optimize your media channels. Visit Keen to learn more!

Podcast Episode

Beyond the Black Box: How Cabot Creamery Proves Brand Value with Marketing Mix Modeling

How do you prove brand value when price seems to rule? Learn how Cabot Creamery uses data, not guesswork, to validate its marketing investments.

Explore podcast episode

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.

What Do Marketing Mix Models Show Advertisers?

MMM in advertising helps to pinpoint effective channels, optimize ad spend, and boost ROI. Discover the insights MMM brings to your campaigns.

The Evolution of Data-Driven Marketing

Discover how a data-driven marketing approach benefits your brand, the challenges faced by marketing teams, and how to implement a winning MMM strategy

Ready to transform your marketing strategy?