MMM

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

Closing the Planning Gap: What CPG brands learn when they plan with real insights

Watch Keen’s Mike Chiasson and the P2PI on how CPG brands use marginal ROI, distribution and upper funnel data to plan the year ahead.

The Next Dollar Problem: Why ROI and ROAs Are Lying to You

Your ROI is an average, not a forecast. Learn why marginal ROI and the diminishing returns curve matter more for your next marketing dollar.

Why Better Measurement and AI Agents Didn’t Close the Gap

More measurement tools, AI agents, same gap between what a plan recommends and what gets bought. Bradley Keefer, CRO at Keen, explains why.

Retail Media ROI: Why Brands Should Spend Beyond Search

Retail media ROI often beats other tactics. Listen as Keen’s Mike Chiasson explains why brands should move budget beyond search into video, display and social.

How Once Upon a Farm’s DTC Ads Grew Its Retail Business: Episode 2 of Harness the Halo

Keen and DTC on the halo effect in retail. Paid search at one account lifting sales at another, and how Once Upon a Farm measures spend it cannot click attribute.

Marketing mix modeling: measurement vs. planning tools

Meridian, Robyn, and PyMC-Marketing measure what happened. See why planning next year’s budget with marketing mix modeling needs a different approach.

What Brands Really Spend on Marketing: Episode 1 of Harness the Halo with DTC

Marketing budget benchmarks from 450 brands and $45B in spend. See what companies really spend on marketing by revenue size, and where it should go next.

IAB Measurement Leadership Summit Takeaways: The Industry Is Solving the Wrong Problem

Key takeaways from the IAB Measurement Summit and why better marketing measurement alone won’t improve business performance.

Podcast Episode

Marketing Measurement Framework: 4 Layers That Connect with iridio by RRD

Derek DeGroat of iridio by RRD shares a 4-part marketing measurement framework covering segmentation, MMM, in-campaign testing, and weekly optimization.

Explore podcast episode

CPG marketing analytics: How to use it

Discover how CPG data analytics can boost your marketing strategy by following four proven steps to help you enhance performance and ROI.

Marketing forecasting: A complete guide with methods and tools

Master advanced marketing forecasting methods to optimize your media spend. Explore the forecasting techniques that drive predictable revenue and ROI.

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.

Google Just Made MMM Free. That Is Not the Hard Part.

Google’s new Meridian MMM tool expands access to scenario planning. But without strong priors and clean data, accuracy and trust remain challenges.

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.

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