Portfolio Marketing View Invest to Win Across Your Brand Portfolio
The same way Keen helps you see and manage your brand’s marketing plan investments, Keen’s Portfolio View creates a unified view of all your brands and lets you run scenarios to determine how to allocate marketing budget for the best return.
Client Success Story: An Optimized Brand Portfolio
A leading consumer brand decided to unify its nearly $30 million marketing budget across all product lines and turned to Keen to help the team prioritize spending and optimize its newly centralized strategy.
Building On A Strong Foundation
First Keen assessed the current marketing strategy and found it would deliver 5.8 percent lift, thanks to favorable trends in distribution, pricing and new products.
Keen Releases Another 31% In Value
But when the team ran scenarios to optimize the portfolio by product, channel and week, they found they could deliver a significant improvement. How did they do it?
They had ample room to increase investment in print across brands for a profitable return.
Optimize national TV.
An unconstrained approach to TV buys increased return, dipping below traditional thresholds in some weeks and spiking in others.
Hit Digital Ceilings.
The team dialed back digital marketing to the profit ceiling identified by Keen, reducing investment without compromising returns.
While this consumer brand was already strong, Keen’s Portfolio View helped their marketing team deliver $24 million in new revenue from its current plan budget, with a data-driven, optimized management approach that unified previously fragmented marketing investments.
And Here’s A Payoff You Won’t Want to Miss
Net the investment in Keen, the brand’s payback time was less than 1.5 days.