The marketing playbook is changing faster than ever. With hundreds of channels and endless data points, how do you build a winning strategy for 2025? In this episode, we cut through the noise with actionable insights from Keen Decision Systems' first annual report, a deep analysis of $7.5 billion in real marketing spend.

Join Keen CEO and cofounder Greg Dolan as he welcomes Justin Jefferson, VP of Strategy and Insights and the author of the report. Together, they translate this massive dataset into a practical guide for marketers looking to drive sustainable growth, maximize ROI, and future proof their brand.

In this episode, you will discover:

• How to Master the Funnel: Learn the optimal budget split between top-of-funnel brand building and bottom-of-funnel conversions, and see how that mix should change as your business grows.
• The Right Channel Mix: Find out how much you should allocate to new and emerging channels versus established platforms to balance innovation with reliable performance.
• Which Channels Are Working: Get a data-backed look at the real performance of digital channels like TikTok, Meta, and Google Search, and see why legacy channels like TV and radio still play a crucial role.
• The Power of Timing: Uncover one of the biggest mistakes marketers make with seasonal spending and learn how to capitalize on the "shoulder" periods before and after your peak season.
• Measuring What Matters: Go beyond short term sales to understand how to measure the long term impact and decay rates of your marketing, which is the key to building a resilient brand.

This episode is your guide to building a smarter, more profitable marketing plan for 2025, backed by one of the most comprehensive datasets in the industry.

Download the report and learn more about Keen Decision Systems by visiting their website.