The Challenge
This household CPG portfolio faced mounting pressure to improve ROI in a shifting media environment. Traditional allocation models lagged behind consumer behavior, particularly as digital and retail media opportunities expanded. The team needed a proven approach to guide spend decisions across multiple brands and categories, with clear evidence of ROI improvement.
The Solution
Keen partnered with the portfolio’s media and agency teams to integrate response curves with audience, channel, and cost data – providing a precise, forward-looking system for budget allocation. By pairing Keen’s modeling with agency activation, the portfolio was able to scale learnings across brands and double down on high-performing digital tactics. This joint approach created an iterative cycle of measurement, optimization, and reallocation that adapted to consumer shifts in near real-time.
The Result
The portfolio achieved a 42% increase in overall media ROI since 2019, including a 63% increase in digital ROI. By applying Keen insights and activating them through agency execution, the portfolio unlocked $79MM in incremental revenue from 2023 to 2024 alone. Significant gains were seen in digital video, social, and retail media, providing both short-term profitability and long-term portfolio growth.
