Marketing Decision-Support Resources

Marketing's Missing LInks

New technology advances are leading to more robust marketing decision support that allows marketers to account for timing and market changes in making investment decisions.

Eckrich Doubles Return with Keen-Optimized Strategy

The Eckrich team pulled out positive ROIs in the face of a 36% budget reduction in 2017 and a smaller decrease in 2018. Despite this the brand will nearly double its return this year, with accelerated top- and bottom-line growth, thanks to a newly optimized strategy built on insights from Keen Decisions Systems.

CMOs' Survival Secret: How Technology Can Help You Get Off the C-Suite's Endangered List

Tough business conditions coupled with performance pressures have put CMOs on the corporate endangered list, with an average tenure of just three years, compared to 7.2 years for CEOs and 5.7 years for CFOs. Survivors will be those with technology competency and the agility it creates for rapid transformation.

Marketing Decision Framework

A rich and more robust framework is needed to make better, more profitable and more consistent marketing investment decisions.

Framework for Valuing Marketing Investment

The trick is to know at the outset if it's a good decision.

Learning from Errors

Adaptive learning requires marketers to make forecasts and receive feedback to know when and how things went wrong.