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Heading to Path to Purchase Institute's #P2PILive? Don’t miss this discussion on how CPG leaders are using AI to take back control of their data for faster measurement, smarter spending plans, and more profitable growth. 🗓 Wednesday, November 12 | 11:15–11:45 AM Hear from Glen Ciborowski of Bush Brothers & Company, Daniel Hofmeister of Brand Surge Consulting, and Bradley Keefer as they share how brands are streamlining data, reforecasting in real time, and connecting marketing investment to business results. #P2PILive #CPG #AI #MarketingMeasurement #Profitability

There is a temptation to take everything we already do in measurement and slap a new label on it. Call it decision science. Update the title slide. Same dashboards, different branding. That misses the point entirely. Decision science is a fundamentally different orientation. Analytics starts with data and asks what story it tells. Decision science starts with a decision and asks what information would make it better. That sounds subtle. In practice it changes everything. It changes what you measure, how often you measure it, who you share it with, and what format it takes. Here is how the difference shows up in a room. In an analytics driven organization, a quarterly review starts with results. What happened across channels. How campaigns performed. What the trends look like. In a decision driven organization, a quarterly review starts with choices. Where are we going to increase investment next quarter. Where are we going to pull back. What is the expected financial impact and what is the probability we hit the goal. The first meeting ends with interpretation. The second meeting ends with a plan. I have watched teams spend months building attribution models that nobody acts on. Not because the models were wrong. Because the models were not connected to a decision anyone needed to make. If you want to test where you sit, ask your analytics team this question: what decision was this analysis built to inform. If they cannot name the decision in one sentence, you are running analytics. Not decision science.

We’re looking forward to joining Path to Purchase Institute 's #P2PILive in Schaumburg, IL, November 11–13! Bradley Keefer and Kara Jenkins will be on-site connecting with CPG and retail leaders to discuss the latest trends shaping the future of commerce, media, and marketing performance. 📅 Don’t miss Brad Keefer’s session on November 12: “AI in Decisioning: How Brands Take Back Control of Data for Faster Measurement, Better Spending Plans, and Profitable Results.” Going to #P2PILive and want to connect with Keen? Reach out to Kara and Brad to meet on-site. #CPGMarketing #RetailMedia #MarketingMeasurement #AIinMarketing #KeenDecisionSystems #MarketingStrategy

The most effective annual plans don’t stop at clicks or impressions, they tie every objective to revenue, profit, and growth. ✔ Align goals with the financial outcomes your company cares about ✔ Translate activity into metrics leadership trusts ✔ Build shared accountability across marketing, finance, and sales The Annual Planning Playbook gives you the structure to set outcome-driven goals, and Keen makes them real with forecasts that link investment to results. Get your copy today 👉 https://bit.ly/4hugKvR #MarketingPlanning #PerformanceMarketing #MediaPlanning #AnnualPlanning

Most annual plans start with messy spreadsheets, backward-looking ROI, and weeks lost to data wrangling. The result? Siloed teams and fragile plans that can’t keep up with shifting priorities. The Annual Marketing Planning Playbook shows you how to: ✔ Set outcome-driven goals that tie marketing directly to revenue and growth ✔ Build agile scenario plans designed to perform and adapt to market changes ✔ Break silos with cross-functional frameworks that connect marketing, finance, and sales 👉 Download the playbook https://bit.ly/47wx0c9 #MarketingPlanning #PerformanceMarketing #MediaPlanning #AnnualPlanning

What retail media data really says about your next dollar #RetailMedia is not a single market. It is a set of different audiences, contexts, and economics that change by retailer and category. The question is not whether retail media is growing. The question is where the next dollar works hardest for you within retail media. When you analyze incremental return by retailer and by objective, you often find that moving a portion of spend off the largest network improves results without increasing total budget. A decision platform should show you that cross section clearly, simulate modest reweights across retailers, and forecast the expected lift before you move. This is how you turn a trend into profit instead of just spending more in the same place as everyone else. This this the value of Keen Decision Systems.