Keen Insights is a weekly blog for data-driven marketers seeking to continuously improve their ability and capability to link their marketing investments to business growth using metrics that close the “Marketing Proof Gap” with the C-suite.
The ultimate test of authenticity for company leadership parallels how we evaluate human leadership. I call it the “grape test”: It's a measure of what comes out when we’re pressed. And 2020 has been a pressing year [...]
I believe there is an underlying, misguided supposition by many marketers that we are on an inevitable slide to a digital-only world. Marketers who make decisions from this framework will quickly encounter technical headwinds, but [...]
A recent AdAge article affirms that recent changes in consumer consumption of video content does “not mean brands and marketers need to cut the cord on traditional TV spend altogether.” The enduring potential of TV does not mean [...]
Even as brand marketers receive their long-awaited marketing mix modeling reports, many will might be surprised to learn that these iconic performance measurements, which have always been an imperfect measure of marketing effectiveness, are even more [...]
DURHAM, N.C.--(BUSINESS WIRE)--Keen Decision Systems today announced that it has named Randall Beard to its Board of Directors. Beard brings a deep background in digital media and the data and e-commerce industries. With more than [...]
By: Greg Dolan (Originally published on LinkedIn) As we ride the long wave of the COVID-19 pandemic and absorb its economic and social impacts, Christine Moorman and the team at CMOsurvey.org have come out with a timely [...]
Marketers are deeply invested in television, even though it’s a medium whose metrics haven’t caught up with the sophistication of other channels’ martech options. While it can feel easy— and even right—to invest in the [...]
We always look forward to Christine Moorman's CMO Survey, one of the most robust and timely reports on the state of marketing. But this report was particularly exciting because hidden in plain sight among its [...]
The relentless pressure to drive growth keeps marketing in the C-suite's hot seat. In fact, CMOs have the shortest tenure in the room these days; but recently, things have taken a surprising turn for the [...]
“In today’s world, driving business growth is job one for marketers. To prove your team is making that happen, it is imperative they have a clear view of marketing attribution. But pulling together the data [...]
