Kelly McKeown

Recent Posts

How to Forecast Marketing Performance Through COVID-19

As you can imagine we are getting a lot of questions about forecasting at this time… “How can it be done?” and “How accurate can it be when things are uncertain?”

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May 14, 2020

How to Extract More Revenue Out of Your Brand Campaigns

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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April 28, 2020

What it Takes to Accurately Forecast Revenue

Forecasting is one of those things we’re expected to do as marketers. We fundamentally understand its importance, and we’re probably all doing it—but with varying degrees of success.

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February 17, 2020

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

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

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November 19, 2019

A Winning Marketing Scorecard Starts and Ends with Better Data

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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September 10, 2019

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

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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July 18, 2019

Can Marketing Data Be Trusted to Help Meet Business Goals?

The Short and Long Answer is 'Yes'

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June 25, 2019

Where Are You on the Path to Digital Marketing Maturity?

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

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June 18, 2019

Why Modern Marketers Face Increased Pressure to Perform

The Expanded Influence of the Marketing Leader

Digital marketing has changed at an accelerated pace and it’s not expected to slow down. The widespread adoption of Artificial Intelligence (AI) and Machine Learning (ML) to interpret the steady stream of incoming customer data has impacted the marketing game forever, bringing both challenge and opportunity. Today, marketing leaders from mid-sized organizations to global enterprises are expected to lead the charge (and expanded budget) for a

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June 12, 2019