The Data-Driven Marketer Podcast

Join Greg Dolan, CEO and Co-founder of Keen Decision Systems, for an essential conversation with Olga Yurovski, Founder and CEO of Shopperations, about transforming CPG marketing from reactive annual planning to proactive continuous optimization that drives better business outcomes. In this episode, Olga reveals how the volatile, uncertain, complex, and ambiguous (VUCA) business environment has ma...

Performance data isn't the same as decision clarity. Many marketing teams have more measurement tools than ever, yet still get stuck on the question, "what should we do next?" In this episode, Derek DeGroat, Director of Marketing Analytics at Iridio by RRD, walks through the four-part measurement framework his team built to solve exactly that problem. Instead of treating analytics tools as a stack...

Join Jesse Math, VP of Strategic Partnerships at Keen Decision Systems, in conversation with Devyn McHugh, Director of Programmatic at Quigley-Simpson. They unpack full-funnel measurement that goes beyond weekly reports and last-touch attribution, with practical ways to capture both upper-funnel brand impact and lower-funnel conversions. You’ll learn how to: • Apply layered measurement combining m...

Is your brand stuck in a cycle of hitting ROAS goals but seeing stagnant growth? You might have a measurement gap. In this episode, Ashleigh Shapiro, VP and Head of Growth at Code3, joins us to break down why this measurement gap exists and how to fix it. We explore the dangers of a ROAS-only mindset, the importance of incrementality, and the organizational changes needed to drive real, sustainabl...

Modern marketing requires balancing strategic long-term planning with real-time tactical adjustments to drive sustainable growth in today's volatile digital landscape. Greg Dolan, CEO & Co-founder of Keen, sits down with Rachel Tipograph, founder and CEO of MikMak, to explore how leading brands are solving the challenge of optimizing for both long-term brand building and immediate performance....

How do you prove marketing's value when everyone thinks success is just about price? Uncover how Cabot Creamery uses data to make every single dollar in their marketing budget count. In this episode, Brad Keefer of Keen Decision Systems talks with Sean Thompson from Cabot Creamery about the journey of implementing a modern marketing mix modeling practice. They discuss how the iconic, farmer-owned...

The marketing playbook is changing faster than ever. With hundreds of channels and endless data points, how do you build a winning strategy for 2025? In this episode, we cut through the noise with actionable insights from Keen Decision Systems' first annual report, a deep analysis of $7.5 billion in real marketing spend. Join Keen CEO and cofounder Greg Dolan as he welcomes Justin Jefferson, VP of...

You spend $5 on Google and $5 on Meta, but only make $8 in revenue. Sound familiar? If you're a marketer struggling to find a single source of truth in your data, this episode is essential listening. The reports from your ad platforms rarely add up, leaving you to question every budget decision. In this episode, host Brad Keefer of Keen Decision Systems sits down with guest Ryan Koonce, CEO of Att...

BirdDog CEO Shaun Brown shares how audience-first strategies and marketing mix modeling transform retail media performance across channels. The conversation explores three critical gaps in the retail media market: the disconnect between brand and performance agencies, underserved mid-market brands, and limited access to advanced marketing technology. Brown advocates for brands developing their own...

Join Steve 'Lounge' Price, CEO of 85SIXTY, and Jesse Math from Keen Decision Systems as they explore how marketing mix modeling has evolved from expensive enterprise CPG solutions to accessible software platforms for travel, hospitality, and outdoor brands. Learn how MMM helps brands balance performance marketing with brand building, incorporate environmental factors like seasonality, and make dat...