In this brief, five-minute video, Keen Decision Systems' CEO Greg Dolan highlights the top marketing trends for progressive companies in 2019, and explains the role of unified marketing measurement in ensuring they deliver.
The following post was curated from AdWeek's Oct. 10 webinar: Breakthrough Measurement, with permission from Keen's featured client, Bill Mackison, consumer insights lead for Perfetti van Melle (PvM), makers of Airheads and Mentos.
"You Only Improve What You Measure."
I believe you do indeed improve what you measure – whether it is people growth, sales growth or marketing effectiveness. And in today's fragmented and fluid consumer market there's strong incentive to measure better.
We have experienced a huge change in our measurement insights using Keen's platform, in contrast to our past marketing mix analyses to the extent that I believe that leveraging these types of real-time measurement technologies can actually constitute a first-mover advantage.
Travel back in time with us to the equivalent of the marketing Stone Age. A time when survival tools for marketing planning and effectiveness were, well, blunt instruments at best. Traditional marketing mix analyses measured last year's channels and investment levels, not exactly a precise indicator of future performance.