The Data-Driven Marketer Podcast
With more marketing channels and pressure than ever, brand leaders need timely, accurate data to help them know where, when, and how to spend their hard-earned budgets to get the most ROI. In the Data-Driven Marketer Podcast, team members from Keen Decision Systems sit down with industry leaders and marketing experts to share the insights, mindset, and tools that empower you to make data-driven decisions that will drive your brand’s performance. For more information, visit https://keends.com
Beyond the Black Box: How Cabot Creamery Proves Brand Value with Marketing Mix Modeling
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...The 2025 Marketing Playbook: What $7.5 Billion in Ad Spend Reveals About Strategy & ROI
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...
MTA + MMM: Attribution's CEO Shares How to Connect Execution Data to Strategic Growth
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...
Retail Media Revolution: BirdDog's Audience-First Approach for Mid-Market Brands
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...Beyond CPG: 85sixty's Approach to MMM for Travel Brands
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...
