Keen Decision Systems is a future-focused marketing planning platform that empowers companies with data and tools to make fast, confident decisions about their marketing spends.
For Post Consumer Brands, Keen has facilitated a beneficial shift in how they approach their marketing. Post used to analyze marketing impact across a few of its biggest brands at the end of each year—a customary approach in the world of CPG marketing. With Keen, Post can evaluate marketing impact across its entire portfolio every quarter and easily test and measure new marketing tactics.
Insights when you need them
Audra Carson, senior director, integrated marketing communications at Post Consumer Brands, describes Keen as a “decision-focused tool” that allows users to assess a plan’s effectiveness, and quantify how marketing contributes to company profit.
Post first tested Keen’s offering in 2019 across a few of its brands before expanding the relationship.
“We found pretty quickly that Keen offered the frequency, flexibility, and forward-looking insight we had been looking for,” Carson says.
Logan Moorse, manager, consumer insights & analytics at Post Consumer Brands, says Post can now make smarter decisions about every brand’s strategy.
“Keen has given Post a much more data-driven approach when it comes to understanding the most efficient and effective ways we’re spending our advertising dollars,” he says.
The Post cereal brand Pebbles is a great example. While the cereal category declined by about five percent over the last year, Pebbles grew by 12 percent. Moorse credits smart marketing, made possible, in part, by Keen.
“Testing with purpose” also helped Pebbles discover new growth strategies. Carson says being able to evaluate and adjust tactics quickly, rather than waiting a year, also enabled “a behavioral change” inside of the organization.
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