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How Innovative Measurement Gave Airheads a Lift

Posted by Keen Decision Systems on 12/5/18 8:00 AM

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.

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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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How to Leverage Measurement Innovations for First-Mover Advantage

Posted by Greg Dolan on 10/2/18 8:42 AM

Keen CEO Greg Dolan offers a sneak preview of AdWeek's webinar, "Build a Breakthrough Measurement Strategy," in which Bill Mackison, Consumer Insights Lead for Perfetti van Melle shares how measurement innovations can create first-mover advantage.

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