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.