The Challenge: Lack of visibility into channel performance
The QSR brand faced a critical problem. Marketing investments were spread across top- and bottom-funnel channels, but the team lacked clarity on what was truly delivering value. Existing tools only offered backward-looking reports, which made it difficult to make forward-thinking decisions.
To scale profitably, they needed more than basic analytics. They required a way to pinpoint the marginal ROI of each marketing channel and build a plan that prioritized return, not just spend. Without better visibility and forecasting, marketing ROI optimization remained out of reach.
The Solution: Real-time forecasting and scenario planning
To address this, the brand implemented Keen’s AI-powered marketing optimization platform. The tool shifted their approach from reactive reporting to proactive, data-driven planning.
Built to support marketing ROI optimization, the platform delivered:
- Real-time marginal ROI forecasts
- Dynamic scenario planning tools
- Clear, actionable channel performance insights
With these features in place, the team could identify which channels deserved more investment and which needed to be scaled back. High-impact platforms like Connected TV and Digital Video OOH quickly proved their value. Every marketing dollar became a strategic asset.
The Results
Keen enabled the brand to build a scalable, profitable marketing framework rooted in data and precision:
- Revenue grew 10% compared to the prior year
- Profit ROI rose 21%, with standout performance from Connected TV (+42%) and Digital Video OOH (+9.59%)
- Marketing efficiency improved by 2% due to smarter budget allocation
- Forecasting accuracy allowed the team to make faster, more informed decisions
Ready to optimize your marketing ROI?
See how Keen can help your team make every marketing dollar count. Book a demo.
