Posts in category: Case Study

Allocating your marketing budget across multiple brands doesn’t have to be a daunting task.

Keen helped a leading consumer brand streamline and enhance its marketing strategies across seven product lines. By evaluating the financial contribution of each channel for the brand's portfolio, Keen was able to identify specific shifts to optimize spending by week across products and channels. This optimization produced a 3.1 percentage point improvement over the previous marketing approach, resulting in an additional $24.1M in profitability. The brand successfully implemented this data-driven plan, achieving a payback time of less than 1.5 days net their investment in Keen.

Discover marketing measurement that does more than measure your success.

Keen worked with the world’s third-largest confectioner Perfetti Van Melle to pump some fresh air into their TV strategy for iconic brands Airheads and Mentos. Industry measurement guru Bill Mackison leveraged Keen’s future-focused models to de-risk what appeared to be a risky TV investment decision: breaking the 40-GRP rule of thumb. Learn how the confectioner sweetened its results with a different TV strategy, backed by insights from Keen.

What you’ll learn from this case study:

- How one furniture retailer's agile strategy propped up their back-half sales in the midst of COVID-19 store shutdowns

- How the team navigated lost foot traffic and re-opened their stores with their strongest marketing performance to-date and healthy marketing spend levels

- How to increase your agility so you can pivot quickly in response to the unexpected in 2022 and beyond