• Why real-time optimization capabilities are now essential for marketing success
• How to balance upper-funnel brand building with bottom-funnel performance marketing
• The organizational changes needed to integrate strategy with tactical execution
• How technology partnerships enable both strategic planning and real-time adjustments
• Why early adopters of integrated approaches are gaining competitive advantages

Read the full show notes here: https://keends.com/podcast/episodes/ep206-real-time-marketing-optimization-mikmak/

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

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.

You spend $5 on Google and $5 on Meta, but only make $8 in revenue. Sound familiar? If you're a marketer struggling to find a single source of truth in your data, this episode is essential listening.

The reports from your ad platforms rarely add up, leaving you to question every budget decision. In this episode, host Brad Keefer of Keen Decision Systems sits down with guest Ryan Koonce, CEO of Attribution App, to reveal a powerful framework for solving this problem. They detail how to unite two critical methodologies, Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM), to connect your daily execution with strategic growth.

In This Episode, You’ll Learn:

• Why the data from “walled gardens” like Google and Meta is inherently biased and how to account for it.
• The critical red flags to look for when evaluating any attribution tool.
• How to use granular, deterministic MTA data to inform your high-level, probabilistic MMM strategy.
• The practical steps to move your team from backward-looking reporting to accountable, forward-looking forecasting.
• Why clean, foundational data is the most important asset for the future of AI in marketing.

View the full show notes here: https://keends.com/podcast/episodes/ep-203-multi-touch-attribution-marketing-mix-modeling/

Learn more about our guest and host:

Ryan Koonce, CEO, Attribution App: https://www.attributionapp.com

Brad Keefer, CRO, Keen Decision Systems: https://www.keends.com

BirdDog CEO Shaun Brown shares how audience-first strategies and marketing mix modeling transform retail media performance across channels. The conversation explores three critical gaps in the retail media market: the disconnect between brand and performance agencies, underserved mid-market brands, and limited access to advanced marketing technology. Brown advocates for brands developing their own source of truth rather than relying solely on retailer data, using marketing mix modeling to drive business results, and leveraging cross-retailer halo effects for enhanced performance.

Key takeaways for modern commerce marketers

• Brands need their own source of truth because "every branch should have its own source of truth" rather than relying solely on retailer data.
• Marketing mix modeling enables agencies to answer "where does the next best dollar go to achieve the business result we're looking for" instead of just optimizing performance metrics.
• Cross-retailer audience duplication "is not always a bad thing" and can create valuable halo effects across platforms.
• Successful retail media requires "a more full funnel approach" where brand building and performance marketing work together.

Join Steve 'Lounge' Price, CEO of 85SIXTY, and Jesse Math from Keen Decision Systems as they explore how marketing mix modeling has evolved from expensive enterprise CPG solutions to accessible software platforms for travel, hospitality, and outdoor brands. Learn how MMM helps brands balance performance marketing with brand building, incorporate environmental factors like seasonality, and make data-driven budget decisions in a cookieless world.

Discover the complementary roles of marketing mix modeling, multi-touch attribution, and incrementality testing in today's measurement landscape.

Steve shares insights on building first-party data ecosystems, the challenges of long purchase cycles, and how 85SIXTY helps clients navigate the changing digital landscape with platforms like Meta, Google, CTV, and programmatic display to optimize their marketing investments.