The Eckrich team doubled its return despite double-digit budget reductions, thanks to a newly optimized strategy built on insights from Keen Decisions Systems that helped them make some game-changing decisions like:
- Reallocating resources from college football to direct-equity tactics
- Increasing shopper marketing to improve merchandising performance
- Creating continuity in digital, including a significant increase in paid search
- Increasing consumer spending by $3 million, the threshold for generating profitable returns
As it begins planning for 2019 Eckrich will run Keen’s analysis and then build its plan around it, a fundamental shift to a more dynamic and data-driven decision model.
“Where Keen differs in predictability — how its modeling can predict the future — that’s what led us to partner with them”