The Challenge
This brand has a highly seasonal business and was hesitant to alter their back-to-school investment strategy. After years of being the de facto- strategy, the brand was hesitant to try anything that might upset their status-quo.
The Solution
The Keen Platform recommended optimizations to the channel investment allocations and flighting strategy. The recommended strategy enabled the brand to build momentum before its key season to maximize the value of its prime weeks.
The Results
The Keen Platform’s findings demonstrated a 75% confidence that the brand would grow YoY by implementing the optimized strategy, with the most likely result being an increase of $12M in marketing contributed revenue on same spend.
Additional Keen Insights
Keen recommends a multi-year view of marketing impact, which enables 20%-88% spend increases to maximize profitability.
Marketing’s impact felt beyond the same year, increasing the base and total marketing contribution for subsequent years.
While spending 20% more in 2024 may not return a $1+ in total same year revenue, it will continue to drive multi-year profitability.
