Kelly McKeown

Recent Posts

Quant Marketer … What’s in the name?

By Kelly McKeown on June 16, 2022

Since the launch of Quant Marketer, some inquisitive types have been asking us about the name. So I thought I would share the answer here. We were drawn to the word “Quant” for a number of reasons. Once you read the definitions and how they relate to Condati’s Quant Marketer solution, you will understand why!

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Making the Build vs. Analytics-as-a-Service Decision for Marketing Analytics

By Kelly McKeown on June 1, 2021

Without the ability to unify disparate marketing data - stitch it together and organize it in a meaningful way - then visualize it to easily distill insights to drive business decisions - data is just data. While this is a common problem that marketing leaders list as a priority to overcome, many companies are still painfully and frustratingly pulling together data manually for reporting and analysis. In fact, in a 2018 Gartner survey they found marketing analytics teams spend more time

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Love Your Data ... and it Will Love You Back

By Kelly McKeown on February 12, 2021

As a marketer there are a lot of questions we need to be able to answer to make the best campaign and spend decisions. The top ones I’m asking myself these days are:

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Ecommerce is a 2020 Must Have! ... Set Yourself Up for Success

By Kelly McKeown on November 5, 2020

2020 has been crazy. Stores are closed or at limited capacity. Shoppers are staying home… and it looks very likely that this will continue through 2021. If they weren't already, companies are rushing to make their products available on the web with a direct-to-consumer ecommerce website. According to a respected analyst, Benedict Evans article featured in August 2020, The Ecommerce Surge, the pandemic pulled forward ecommerce adoption by 5-10 years in only 3 months! We saw this continue in Q3.

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How to Extract More Revenue Out of Your Brand Campaigns

By Kelly McKeown on April 28, 2020

Marketing leaders today have to get bullish about the kinds of sophisticated advanced analytics tools we choose and use—because each month that passes could represent lost revenue if we’re not making data-informed decisions based on accurate cross-channel data using the latest analytics approaches.

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How Data Science Can Make 2020 Planning So Much Easier for Digital Marketing Leaders

By Kelly McKeown on November 19, 2019

As marketing leaders, we know the drill when it comes to planning. The first step is to always understand the business goals and objectives for our organization’s upcoming year, quarter or season—depending on the type of business you lead. From there, we typically look at historical performance so we can forecast results and revenue. We do this to set marketing targets and drive budget conversations. And finally—with our data in hand—we sit with executives who ask us lots of questions to get at

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A Winning Marketing Scorecard Starts and Ends with Better Data

By Kelly McKeown on September 10, 2019

C-suite support for data initiatives is changing. Those at the helm are seeing the advantages of shifting from a reliance on data as a tactical tool to a strategically leverageable source of rich insights. There is a new willingness to invest in the people, process, and tools related to accurately capturing marketing data and making business decisions based on it. As evidence of this, database health KPIs are now showing up on more CMO scorecards. There are also new skillsets joining the

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Accelerate Your Digital Marketing Maturity Through Trusted, Accurate, Holistic Reporting

By Kelly McKeown on July 18, 2019

As marketing leaders, you’re learning that today’s deluge of audience, campaign, and content data doesn’t have to be a barrier to producing predictable results and effective data-driven marketing strategies—strategies that meet or exceed business goals.

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Can Marketing Data Be Trusted to Help Meet Business Goals?

By Kelly McKeown on June 25, 2019

The Short and Long Answer is 'Yes'

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Where Are You on the Path to Digital Marketing Maturity?

By Kelly McKeown on June 18, 2019

Marketing leaders today are tasked with delivering far more than brand awareness and lead generation. They now embody a leadership role that can also include sales, tech, and customer experience responsibilities, and are also on the hook for business growth. That includes being responsible for evaluating, implementing, and managing marketing technologies and processes to support growth goals. The steady stream of disparate data from these platforms is constantly being accumulated. It is a lot

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