How do you prove marketing's value when everyone thinks success is just about price? Uncover how Cabot Creamery uses data to make every single dollar in their marketing budget count.

In this episode, Brad Keefer of Keen Decision Systems talks with Sean Thompson from Cabot Creamery about the journey of implementing a modern marketing mix modeling practice. They discuss how the iconic, farmer-owned brand moved beyond a "black box" approach to marketing to one driven by predictive data and optimization, even with a lean budget.

Listen in to learn:

• How to build the case for marketing analytics in a skeptical organization.
• Strategies for overcoming the fear that MMM is just a "report card" on performance.
• Why the concept of diminishing returns is critical for budget optimization.
• The difference between a historical model and a forward-looking planning tool.
• The importance of finding an internal champion to push data-driven initiatives forward.

Learn More:

• Full show notes: https://keends.com/podcast/episodes/ep205-cabot-prove-brand-value-mmm/
• Keen Decision Systems: https://www.keends.com
• Cabot Creamery: https://www.cabotcreamery.com