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Getting ahead of annual planning

by Blog

It’s annual planning time. The time of year when brand marketers put on their armor and prepare for battle, presenting past results to leadership and negotiating budget for the next year. 

2023 was supposed to be a year of great profits, but with the war in Ukraine continuing, a recession, and in some instances, continued supply chain issues, these have brought on unforeseen challenges for many organizations. With outside pressures building on the business many executive teams turn to marketing as the first department to cut costs. 

How can brand marketers advocate for their budget and communicate the effectiveness of marketing strategy amidst these headwinds? The answer: Keen. 

Position Marketing as an Investment Center

Too many finance and executive teams see marketing as a cost center because they struggle to attribute marketing activity to revenue.  Keen measures the Net Present Value of marketing. This allows executives and finance to put a monetary value on long term brand initiatives.

Uncover Optimal Channel Investment Levels

Marketers are empowered to budget accurately by knowing the point of diminishing returns for each channel. Understanding when marketing dollars lose value in specific channels increases efficiency.

These media investment metrics inform the budget and strategy of next year. By communicating the value of each channel, marketers are directly attributing revenue to marketing activity. 

Have a Plan to Cut Budget

Should your marketing team see budgets cut during 2022’s annual planning – yet still be held to the same goals and targets, there’s hope.

Keen’s decision optimization engine reveals how to spend what remaining budget you have while hitting your same goals. Keen’s predictive analytics, scenario modeling and decision forecasting allows marketers to:

  • War – game scenarios, to find the best plan before any money is spent
  • Uncover the best time to invest by channel to maximize impact
  • Connect marketing efforts to revenue

Want to see a 25% improvement in marketing performance even with a smaller budget? We want that for you. Let us prove it. Start your model today! 

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How to optimize your future marketing spend with past and present data

by BlogSuccess Stories

In a competitive business and branding environment, one wrong marketing decision can sink a company. Or at least a stock price. In a perfect world, the better product should always win. But that’s not always the case. All things equal, the difference between a market leader and a follower is the marketing mix. No pressure.

Typically, as a brand marketer, you begin the planning process by taking a look at performance metrics from the previous quarter or year. Don’t get us wrong, that historical data is valuable and informative in its own right. But it’s just the tip of the iceberg for your marketing spend. What lies below the surface is a new dimension of marketing insight optimized through advances in AI technology and machine learning.

Marketing spend optimization in the face of unforeseen competitive and societal shifts

Let’s take a look at two fictional, high-end cooler companies. Both coolers look the same, keep drinks cold for the same amount of time, and cost the same. But, only one marketing team is able to respond to a real-time challenge. In this case, the government passes a strict tariff on raw materials essential to manufacturing. Margins collapse, Suits are sweating, and their departments are tapped to cut expenses.

First up, Old School Coolers. Marketing is legislated by the C-suite. They live in the past, desperately trying to predict future performance trends by accessing limited data on a quarterly basis. Their decisions are informed by what they did in their last crisis. And they scramble to identify which contracts they can cancel the fastest and with the lowest penalties. They have to wait at least another quarter for their data partner to give them new insights, Essentially, they’re alone.

Future Forward Coolers takes a different approach. Leadership believes marketers should not be blindfolded when planning for a crisis. By leveraging Keen, this team rose to the challenge. While planning earlier in the year, historical data was merged with outside data sources—trends and tactical performance metrics—to most effectively predict performance and profitability measures. With this foundational model in tow, periodic marketing mix checks were made throughout the year benefitting from Keen’s Elasticity Engine which continues to strengthen through the ingestion and analysis of contemporary performance and profitability data. So when the crisis hit, Future Forward’s team changed its parameters, ran new what-if scenarios, and delivered the adjustments needed to ensure their ROI remained consistent. The right questions were answered and the marketing spend was optimized.

What sets the two marketing teams apart is the use of advanced analytics to optimize performance and profitability; bridging the gap between marketing goals and financial data. Having access to a system of aggregated user data while simultaneously running future-powered and timely scenarios, can turn a good product into an unbeatable brand.  

Keen to know more? Contact us to see how real-life brands leverage data outside of their own to open up a new world of planning capabilities. Whether it’s once-a-year, once-a-quarter, or a once-in-a-lifetime crisis, we can plan for it.

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Navigating a cookieless world: challenges and opportunities for marketers

by BlogSuccess Stories

Cookies were created to improve the user experience of websites by allowing them to remember certain information about a user as they navigate the site. While cookies have provided many benefits for both users and marketers, concerns have been raised about the privacy implications of cookie tracking. In recent years, web browsers and regulators have taken steps to limit their use and protect user privacy, which has led to the development of alternative methods for collecting data and delivering personalized experiences.

In the past, cookies were a valuable tool for tracking users across devices and browsers, and for attributing conversions to specific marketing campaigns. However, with the rise of privacy concerns and the increasing use of ad blockers, cookies are becoming less effective and in some cases, unavailable. As the world moves towards a cookieless future, marketers are facing new challenges in understanding and reaching their target audiences.

The problem of cookieless attribution

One of the main challenges that marketers are facing in a cookieless world is attribution. Attribution refers to the process of identifying which marketing channels or touchpoints led to a conversion or a desired action by a user. Without cookies, it may be more difficult to track users across devices and browsers, and to attribute conversions to specific marketing campaigns or efforts. This makes it harder for marketers to optimize their strategies and understand which channels are most effective for reaching and converting customers.

In the absence of cookies, it becomes much harder to track a user’s behavior across multiple devices. For example, a user may browse a website on their laptop and then make a purchase on their mobile phone. Without cookies, it is difficult to attribute the purchase to the advertising campaign that led the user to the website in the first place.

Another challenge of attribution in a cookieless world is the loss of granular data. Cookies allow marketers to track user behavior at a very granular level, such as which pages the user visited, how long they spent on each page, and which actions they took. The loss of cookies makes it more difficult to track user behavior in such detail. This can make it harder to identify which touchpoints or marketing channels are driving conversions.

The loss of third-party data

Third-party data refers to data that is collected and shared by companies other than the one it is originally collected from. In recent years, there have been several high-profile breaches and privacy scandals that have led to increased scrutiny of this practice. As a result, many companies are now facing challenges related to third-party data loss.

One inherent challenges is the loss of valuable insights and intelligence. Third-party data is often used by companies to enrich and build a more complete understanding of their customers and target audience. This data can be used to personalize marketing campaigns, improve customer engagement, and drive revenue growth. The loss of third-party data can also have legal and compliance implications because many companies rely on it for compliance with regulations such as GDPR and CCPA. 

Another challenge of third-party data loss is the impact on advertising and marketing campaigns. Third-party data is often used to target advertising and marketing campaigns to specific audiences. For example, a retailer may use it to target ads to users who have recently searched for a specific product or who have demonstrated an interest in a particular category of products. The loss of this data can make it more difficult for companies to effectively target their advertising and marketing campaigns, which can lead to reduced effectiveness and ROI.

Effective alternative methods for cookieless attribution

With the disappearance of cookies, marketers will have to rely on other methods of identifying users and their behaviors. These include using first-party data, IP addresses, device fingerprints, and probabilistic models, which can be less accurate than cookies. In order to overcome these challenges, marketers will need to adopt new strategies and technologies. One of the most promising solutions is the use of deterministic identity solutions, which rely on user-provided information, such as email addresses or phone numbers, to identify and track users. 

Companies can focus on building their own first-party data by encouraging customers to opt-in to data collection and by offering personalized experiences and incentives. By collecting data directly from customers, marketers can gain a better understanding of their preferences and behaviors, and can target ads more effectively. They can also work to build more transparent and ethical data practices to ensure compliance with regulations and build trust with customers.

While the transition to a cookieless world may be a challenging time for marketers, it also presents an opportunity to reassess their marketing strategies and discover innovative ways to connect with customers. By embracing alternative methods and technologies, as well as building a more transparent and ethical approach to data collection, companies can continue to deliver personalized experiences and effectively target their advertising and marketing campaigns, while also prioritizing user privacy and compliance with regulations. With the right approach, marketers can successfully navigate the challenges of a cookieless world and thrive in the new era of digital marketing.

Take a tour of the Keen Platform to see how you can create an effective marketing strategy without cookie data.

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Creating a Championship-Caliber Sports Marketing Plan

by Blog

While the baseball playoffs might be in full swing, it’s never too early to start thinking about the next marquee sporting event. The Super Bowl and March Madness will soon be here, and marketers don’t want to be left scrambling to create an advertising plan for opportunities of this size. 

Major sporting events have the potential to bring in a lot of new customers and increase brand equity, so brands are smart to invest in them. However, it’s important that they do not spend their entire budget there. When doing an ad buy for a major sporting event, marketers should not ignore the rest of the calendar year. Instead, they should ensure that there is some budget allocated throughout the year in order to retain market share and keep their brand in the conversation. Brands should never fully “go dark,” so it’s important that they balance out their budgets to retain some level of marketing after the big game. 

Further, marketers must be flexible when advertising around major sporting events. There’s a number of variables that change throughout a series of sporting events, like the baseball playoffs or March Madness. As such, marketers should scenario plan for all possible outcomes of the event. 

So, how can brands prepare themselves for all possible outcomes? 

The good news is that tools like Keen are available to marketers to simulate varying outcomes. This enables marketers to make better informed decisions with a full understanding of risk vs. reward. Keen also allows marketers to make these decisions faster and keep up with the speed of the market. By accounting for the interactive effects of all tactics regardless of event affiliation, marketers can understand the best path to profitability and growing the brand’s base. 

Major sporting events are a valuable opportunity to grow a brand and generate strong ROI, so it’s important that they utilize all the tools available to them to budget smartly and create a plan that works for them long after the final score. 

Ready to learn how Keen can help support your marketing decision making?  Contact us today!

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Future-power your profitability with Keen

by Blog

Stop waiting on last years’ reports

Knowing how and where to best spend your marketing budget isn’t easy. It is difficult to predict shifting economic conditions, such as inflation, seasonality, a global pandemic, or recession, and how these elements will affect consumer needs and trends. 

Historically, marketing and brand leaders have had to look to the past in order to strategize and plan for the future. The old approach to marketing meant relying on your gut and outdated, static, standalone reports to make multi-million-dollar investment decisions. This made forecasting opportunities and selling them to senior management a challenge.    

With the industry’s first and only decision optimization engine rooted in predictive analytics, Keen Decision Systems empowers you to plan, adjust, and report on your marketing mix strategy faster—and with more accuracy—replacing the delays and data gaps of the old-school marketing mix modeling (MMM) approach.

This allows you to pinpoint the optimal future investment for each channel on a weekly basis, update your plan at any time to encourage in-flight optimization, and support highly optimized marketing and sales investment decisions. 

The Keen difference

At Keen, we meet you where you are, so you can make the right decisions for your brand, right now, and find your nexus of profitability and performance. With our unique platform, we strive to help clients: 

Illuminate. Start your planning from a higher vantage point to uncover how decisions across all interactions impact your whole funnel. Chart the best paths to reach your goals, and account real time market conditions, like a recession, a global pandemic, or supply chain disruptions. 

Optimize. Augment historical insight with real-time data to run timely scenarios that surface the optimal places and times to invest. Quickly pivot and adapt as new market and societal factors emerge.  

Forecast. Quantify the impact of all dollars across all channels— by week, over time and long-term. See everything, so you can account for everything. Drive optimal profitability for your business by directly linking client marketing, sales, and financial data with market and societal variables.

Revolutionize. Uncover significant ROI opportunities and drive your modeling mix forward. Capitalize on Keen’s patent-pending marketing elasticity engine and robust database of channel and tactical norms to cover data gaps. Leverage prescriptive, predictive assistance that gets smarter over time thanks to artificial intelligence and machine learning.

More dynamic than norms, Keen brings value with our Marketing Elasticity Engine that is informed by meta-analysis of 40 years of academic models, 10 years of client metadata and data from recent marketplace dynamics, and thousands of economic elasticity models and priors. 

Drive value that lasts     

For nearly a decade, Keen has been transforming how marketing decisions are made, helping marketers like you close the marketing proof gap by tying investment decisions to financial impact. Even when faced with a reduced budget of 17%, one client still saw 3.2% revenue growth + 9.7% revenue profit growth. We saw an average marketing lift of 25% for new clients in year one and an overall profitability of 41% last year for leading consumer brands. 

With Keen, you can quickly create multiple marketing-plan scenarios, each aligned with a unique financial goal: 

  •     Maximize profitability 
  •     Achieve a specific revenue target 
  •     Optimize a fixed budget 

 These scenarios account for both marketing mix and timing, as well as allowing for “constraints,” programs with committed dollars with timing. This helps weigh the risk (probability of achieving results) against the reward (revenue, profit, and cash forecasts) to determine the best approach for your business.

Get Keen

Start creating short-term and sustainable value today. Our statistical approach and patent-pending marketing elasticity engine provide reliable direction–even with sparse or poor-quality data–and puts predictive decision-making power at marketers’ fingertips. Make your first decision within days, and tap in any time to continually improve outcomes.

Know more, now–because the more you know, the more you can optimize for what comes next. 

Request a demo model today!

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Google’s generative search experience changes AI forever

by Blog

When thinking about the impact of Google’s new search generative experience, it is important to consider the demand and supply relationship between three key players: consumers, search services and advertisers. Understanding how generative AI will impact search depends on how it will impact these relationships. 

Consumers want access to vast and complex information, but also want transparency. The ideal is to have transparent information delivered in a way that cuts through the complexity. But those are conflicting ideals. To have complete transparency means to have all the sources documented and accessible for separate reading and analysis, which is complex. Traditional search services provide lists of links to publishers’ sites and the complexity is reduced by ranking and pagination. 

A summary of the information from the search result, as if a person clicked through each link and wrote a paragraph, would certainly reduce complexity, but it would also lose or hide information, losing transparency. Generative AI technologies do just that. AIs will write prose, but with no or few links to the underlying sources. Traditional search and generative AI sit on a continuum of preference between consumers’ willingness to desire transparency at the cost of complexity versus reducing complexity at the cost of lost transparency. 

The first impact may be that consumers proliferate into different segments, each with different preferences for transparency versus summarization.  And different search providers will differentiate themselves, along these dimensions where each segment uses different search services or uses search services in different ways. We already see these differences arising between Bing and Google, where Bing will return a summarized result to anyone, while Google only returns traditional search to all but selected test users.

For advertisers, this means that impressions may be delivered through different search services, each with its own audience, fractured according to the search service they prefer. And services will differ in how they serve advertisers’ interests. Depending on how well a search service serves its consumers’ preferences, it is possible that some services could even provide ad-free services through a subscription model instead.

Targeted audiences have long been both the strength and weakness of the paid search medium. It’s a benefit because advertisers can ensure they are reaching consumers explicitly seeking information in a targeted area of interest. However, because it’s targeted, it’s difficult to reach consumers who might otherwise have the interests, but are unwilling to search or unaware. And so, it’s difficult to scale paid search without sophisticated ad execution tactics. 

To reach a wider audience, paid search advertisers pursue different consumer groups based on different keywords. Upper-funnel keywords are general, conceptual and reach consumers who have less specific interest in an advertiser’s offering, where lower-funnel keywords are more specific to the audience.  Branded keywords are the advertiser’s own brand name, and conquest keywords are the brand names of competitors. Using the right mix and number of keywords increases the total reach of a paid search campaign. 

With generative AI in the mix, advertisers may be able to target wider audiences more explicitly by using AI to create the right basket of keywords that more closely aligns to the overall communication objective. This will also make it easier and less costly for advertisers to manage their media buy.  All the process management associated with managing a portfolio of keyword buys may well be managed with AI, and likely by the search service itself. 

In summary, there will likely be both positives and negatives for advertisers resulting from generative AI.  On the positive side, advertisers should be able to access wider audiences by more productively expanding their reach across a broader range of keywords, essentially buying a generated AI concept rather than a basket of keywords. On the negative side, search services may get more fragmented and new entrants may emerge, which would fragment audiences, making it more difficult and costly to reach consumers.

Keen to know more? Take a tour of the Keen Platform to see how our prescriptive and predictive software derived from AI and machine learning can help you make your next marketing investment decision.

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Getting Holiday Planning Right

by BlogKeen Insights

While Christmas in July means holiday movies or festive decorations for some, for marketers, it’s time to start thinking about holiday planning! 

The holiday season can be an especially crucial time of the year for certain brands, so it’s important that they get their budget right. For marketers looking to optimize their seasonal marketing strategies, we recommend they start with an analysis of their annual sales cycle to identify seasonal, cyclical spending patterns. This can include reviewing web analytics to see whether certain times of the year see an uptick in visitors or monitoring fluctuating advertising rates to understand the changes in the costs of marketing during various weeks. 

Following that, marketers should consider using short-term seasonal tactics in-season. Short-term tactics let brands drive sales for a few weeks or months by creating a sense of urgency and causing consumers to take immediate action. These low-cost, short-duration tactics are especially useful for seasonal campaigns.   

Additionally, marketers should adjust their peak spending to the point of diminishing return. During holiday peak seasons, there is a point where each additional dollar invested returns less than one dollar. Identifying this peak means marketers can adapt their plan to spend up to that level for each channel or week of your plan, or knowingly choose to spend past that point for a lower, but continued lift. 

Another tactic is to push the limits of the peak holiday season. While a brand can land sales year-round, it is important to know what time periods yield the highest return. Once this has been determined, a brand can then begin building and nurturing sales beyond peak. An easy way to start doing this is to extend each end of the peak a few weeks, activating marketing before the peak and continuing after it wanes to help extend the buying cycle. 

Lastly, brands should ensure that they’re maintaining marketing activity year-round. So long as a product is available, marketing support helps drive sales. Further, brand equity relies on continuously earning mindshare. By going dark, brand equity decreases and marketing costs increase long-term. 

Overall, effective seasonal marketing planning decisions rely on a brand’s ability to understand seasonal cycles and adjust their plan to invest profitably across both high and low sales cycles. Considering the above strategies will help brands drive more lift, consistently, year-round.  

Keen to learn more?  Contact us today.

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The Myth of Advertising Around Prime Day

by BlogKeen Insights

Prime Day continues to be a hallmark yearly shopping event, generating $12 billion in sales in 2022. While the knee-jerk reaction from marketers is to shift their entire budget to this event as soon as it’s announced, the reality is that this is perhaps one of the worst decisions they can make. 

At Keen, we’re able to quantify the impact of every dollar in every week of the year, accounting for all the interaction effects across all marketing tactics and time to determine the point of diminishing returns for marketing spend in a given week, or even in a given day, so marketers can determine the real impact of investing in Prime Day advertising. 

Using our algorithms and post-modeling analysis, marketers would learn that they’d actually be spending more to support Prime Day because while a lot of consumers are coming in, the number is not as high as one would think. So, if you’re overspending on Prime Day, that means there’s an opportunity cost to spending outside of Prime Day, leading to fewer dollars being available to spend on the rest of the days and weeks of the year where there might be a more profitable volume of customers. 

This becomes incredibly important when thinking about marketing holistically, across all channels and tactics, which are becoming more complex and fragmented over time. 

Ultimately, it’s up to marketers to have a system that helps them to understand how to take their fixed budget and divide it across brick-and-mortar, ecommerce, different customer bases and retail media networks to be able to get to the optimal outcome that’s going to drive the best results. 

Using this approach, they’ll see that their brand is better off creating a more balanced marketing mix instead of investing blindly into Prime Day. 

Keen to learn more?  Contact us today.

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How to identify the right channel for launching a new product

by BlogKeen Insights

In an increasingly fragmented media landscape, advertisers have a plethora of options available to them when it comes to announcing a new product. Social channels like TikTok and retail media networks have become popular launching spots for new products, adding on to more traditional channels like linear TV or radio. Each channel has its own benefits and drawbacks, with some reaching different audiences than others. As such, advertisers must understand which channel will deliver the highest ROI and exposure to their target audience.

While many marketers still rely on traditional marketing mix models to help them plan new product launches, these tools are limited in the insights they deliver. These methods rely on historical performance and limited datasets without the ability to test a product launching, meaning marketers can’t truly understand how a new product will perform until it’s potentially too late. 

Keen uses a proprietary algorithm to predict future performance and deliver a test drive of a new product on a set of channels. Delivered in real-time, marketers can see which channels will be the most effective for launch. 

Keen also provides portfolio-level insights, meaning advertisers can see how the performance of this new product would perform against the other products in a brand’s portfolio. This level of insight can show how a new product would impact the sales of other product’s and whether it has long-term viability in the industry. For example, if a CPG brand was looking to launch a new line of cereal, they can see how it would impact the sales of that brand’s existing product portfolio and if it makes sense to enter new channels so as not to take away sales. Whether a large company or a smaller brand looking to expand its portfolio, having this information would be extremely valuable. 

Take a tour of the Keen Platform to see how it can help you make the best marketing investment decisions and achieve your goals.

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How will ChatGPT impact the future of advertising

by BlogKeen Insights

AI has entered the mainstream. The technology has taken over nearly every industry and led to major questions about how it will impact the future of society. It started with ChatGPT and has since evolved to Microsoft’s AI chatbot and Google’s new Search Generative Experience. While many advertisers might be fearful of what this technology means for their jobs, AI has the power to help marketers stay agile and responsive in a fast-changing digital landscape. 

Many marketers still use outdated systems to plan their media mix, relying on Excel sheets or even pen and paper. AI can bring marketers to the next level, helping them synthesize and analyze loads of data and speed up the decision-making process. For instance, a snack company that just launched a new product wants to understand how the advertising tied to the launch is performing. Instead of waiting months to analyze the ad’s performance, AI can help marketers analyze the recent performance in an instant, allowing them to pivot if needed. 

Additionally, AI can help reduce wasteful spending, which is critical in a time of economic uncertainty. AI tools can scenario plan potential campaigns, providing real-time insights into how an ad would perform over the flight of the ad. This level of insight can help determine whether an investment is worth it or if it is necessary to pivot to another channel to meet ROI goals. 

Further, tools like ChatGPT can serve as a launching pad for marketers to bounce new ideas off of and will take away some of the tedious activities so they can focus on developing bigger ideas. Marketers can input the general idea of a campaign into ChatGPT and use that initial draft as a sounding board for other, larger ideas. For example, a CPG advertiser developing a new label for a product can input the color, font type and general look of a package into the tool to see what the product looks like. They can tweak or expand upon that package until they find the right fit. This saves the advertiser valuable time and allows them to think of their next big campaign or new product. 

Overall, AI can empower advertisers to uncover more powerful insights and create better, more data-driven campaigns. 

Want to learn more about how Keen utilizes AI in our platform to help teams achieve their goals?  Contact us today.

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How to balance sustainable buying and ROI in media mix

by BlogKeen Insights

As the effects of climate change dominate the headlines, the advertising industry is becoming much more conscious of its eco-footprint. A recent study found that 71% of advertising executives are concerned about the negative impacts the ad industry has on the environment. As such, advertisers like GroupM are creating tools that measure the carbon footprint of media buys across various channels. Similarly, the IAB created a supply path initiative to accelerate decarbonization. Brands are also becoming more selective when it comes to working with agencies, with many making their selections based on an agency’s sustainability initiatives. 

While these tactics are all effective ways to reduce carbon emissions, advertisers should also consider scenario-planning tools to test their ad buys. Scenario-planning tools like Keen can help a brand show the ROI of investing in various channels before they hit the market. For instance, if a brand is deciding between a television ad or a print ad, they can test run their campaign to see how it performs and what ROI it generates. Should they see they get less ROI from a print ad, they will instead invest in television. This test run helps reduce wasteful ad spend and ensures that any emissions spent by delivering an ad are truly impactful. 

Scenario-planning can also be integrated into the tools or plans being utilized by agencies to measure the carbon output of their ad campaigns. Advertisers can integrate the scenario-planning tool into their existing marketing platform, making it easier for brands to see the ROI of a potential buy along with the carbon output, helping speed up the process and eliminating additional resource waste. This partnership could create a more sustainable advertising ecosystem and would ensure that advertisers have all the relevant information they need before making a decision that has future implications for their brand and the world at large. 

Take a tour of the Keen Platform to learn how our solution can help you make the best marketing mix investment decisions for your business.

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How advertisers can effectively test a new channel

by BlogKeen Insights

The role of a marketer has changed significantly over the past few years as they learn to utilize new channels and emerging technologies like AI and VR/AR. As the landscape has become more complex and fragmented, advertisers have had to adjust their decision-making timeline to keep up with the quickened pace of ad buying. As a result, agility has emerged as a key competency for today’s marketer. 

In an industry where many marketers are still using Excel sheets or pen and paper to do their planning, this need for speed can be a terrifying prospect. It can be difficult to take the risk with a new channel without historical data or prior knowledge. For example, a company considering an investment in streaming TV for the first time might be hesitant to invest in it because they have no experience with the platform. 

However, tools like Keen help ease the transition and show marketers how these channels might perform in real-time, eliminating the fear of a bad investment. 

Keen’s proprietary solution helps marketers simulate the performance of a channel in both the short- and long-term to determine the ROI of an investment. For instance, if a brand is considering investing in a new social channel, they can see what the investment will look like next week or six months from now. This unprecedented level of clarity can help marketers determine whether a channel is worth the long-term investment or if its effectiveness is only temporary. 

Having this data available in a matter of minutes allows marketers to make decisions faster and keep up with the speed of the market, while also having a full understanding of the risk vs. reward of investing in a new channel. So, the marketer who was hesitant to jump into streaming might take the dive knowing that it will deliver twice the ROI of linear in less time than ever before. 

To learn more, contact Keen today!