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Greg Dolan

Greg Dolan
Co-founder and CEO of Keen Decision Systems, Greg worked for 10 years as a CPG marketer before starting Keen, his response to the challenges and frustrations he had experienced trying to make smart marketing investments with limited decision support for his brand.
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Recent Posts

Here Are the Best Ways to Measure Your Marketing Success, Part 2

Posted by Greg Dolan on 5/7/19 10:02 AM

Last week, we took a brief look at two of the major decision-making metrics marketers rely on to demonstrate impact. And we named the elephant in the room:

Neither awareness nor short-term ROI helps marketers better decisions about how to drive business growth. 

This week Keen's CEO and co-founder Greg Dolan explains marginal ROI and why it is the emerging go-to metric for helping marketers make informed decisions about how to invest successfully to drive business growth.

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How to Recoup $82,000 a Day in Your Marketing Plan

Posted by Greg Dolan on 11/6/18 10:38 AM

Forrester Research reports that implementing unified marketing measurement to optimize marketing can drive a 15 percent efficiency gain in marketing spending. Which is good.
Over the past year, Keen's solution has consistently driven a 25 percent improvement across our customer base. Which…is better.  Consider what this means in real dollars for, say, a consumer packaged goods brand.

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Vanity Metrics: Facing Up to the Ugly Truth

Posted by Greg Dolan on 10/23/18 9:09 AM

Like Narcissus in the reflecting pool it's virtually impossible for us marketers to turn our gaze away from our dashboards, clicking, whirring and blinking with impressions, clicks, shares, likes, reach, engagement, open rates and more. 

We've gone from no metrics to a Pandora's box of vanity metrics— full of sound and fury — but here's the ugly truth: signifying nothing

None of these metrics can be directly, positively or predictively correlated to top- or bottom-line improvement.

It's time to look elsewhere.

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