What are Observations?

Observations

Observations are data that explains the marketing mix activity of a given brand.

Observations are time-series measurement of historical activity, including response, decision and control variables.

For example, weekly sales, weekly banner ad clicks, and weekly distribution are all observations, and would be included in the observation data for a brand.

Related resources

Multiple charts from the keen platform layered on top of each other
Featured resource

The 2024 Marketing Mix Resource Hub

Ready to transform your marketing strategy?