82% lift in marketing contribution
$27.4M in revenue opportunity
Perfetti Van Melle (PvM) knew better measurement could lead to better results when it brought industry measurement guru Bill Mackison on board. What they didn’t know was how much better things could get when Mackison’s expertise was augmented by Keen’s predictive marketing analytics. Unlike traditional marketing mix measurement, Keen’s algorithms build future-focused scenarios that help insights experts like Mackison war game marketing investment options to optimize current spending and explore new opportunities. That’s how PvM found a path to drive 82-percent lift in marketing contribution and uncovered a $27.4 million revenue opportunity.