Keen recently announced that brands using its unified marketing measurement and optimization platform experienced a 40.4 percent increase in profitability for 2018. (Read the release.)
Keen Decision Systems had the pleasure of sponsoring the inaugural MediaPost CPG Conference yesterday in New York City. The event featured some of the best brands, agencies and minds in the business, from CPG leaders like Bayer Consumer Health and Chobani Yogurt to emerging, high-growth D2C brands like HelloFresh, BarkBox and Boxed.
The content was exciting and provocative, but even more intriguing was what wasn't discussed.
In its 2017 CMO study Deloitte reported that marketers are planning huge investments in marketing analytics, to the tune of a 375 percent increase over the next three to five years. The market demand is real, and as a co-founder of a marketing analytics software company, we’ve experienced this demand first-hand.
Underlying this trend, however, is an urgent market need that's being shaped by a proliferation of challenger brands; an increase in social, mobile and digital media (with their shortened decision and investment timelines), and a shift toward in-store activation tactics.