Greg Dolan

Co-Founder and Chief Executive Officer Keen Decision Systems

Before Keen, Greg Dolan spent more than a decade as a brand marketing executive with companies like Kraft and Campbell’s. As a P&L owner, he was responsible for the impact of large marketing budgets but had little insight on performance from traditional marketing mix solutions. He craved a solution that would allow him to understand how his marketing investments were driving business growth and shareholder value, and help inform ongoing decisions as new information became available. So he co-founded Keen to create it. By making smarter use of data, Keen helps brand leaders guide decisions about when and where to invest to maximize marketing’s impact on revenue, profitability, and long-term value creation.

Day 1: Integrating Commerce Media to Drive Revenue

9:40 AM Panel Discussion: Cracking the Code on Retail Media Funding - Strategic Budget Allocation for Maximum Impact

Retail media is more than another line item in your digital ad spend. It is a unique ecosystem that demands a fresh approach to budgeting and allocation. Hear from a panel of cross industry experts who will discuss approaches for creating a functional budget and making informed decisions on where to allocate funds to maximize ROI, including:

Reallocating funds from traditional channels without compromising overall marketing effectiveness
Strategies for maintaining visibility and performance in an increasingly competitive retail media environment
Understanding the relationship between retail media investment and organic product listings performance
Deploying innovative methods for measuring and maximizing return on commerce media investment

Check out the incredible speaker line-up to see who will be joining Greg.

Download The Latest Agenda