MMM

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

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.

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.

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