Bonus: Rethinking Profitability: How to Market Like an Investment Banker with Bradley Keefer from Keen

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Welcome to the DTC Podcast! Today, we’re joined by Bradley Keefer, CRO of Keen Decision Systems, to discuss how brands can elevate their marketing game by thinking like investment bankers. Bradley dives deep into why ROAS alone doesn’t cut it anymore and explains how brands can use holistic data to align short-term performance with long-term profitability.

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Key Insights from This Episode:

Rethink ROAS: Why traditional metrics fail to account for long-term value.

Funnel Balancing: Moving from a 50-50 mix to an optimal 70-30 top-to-bottom strategy.

Interaction Effects: How channels like connected TV and organic social can amplify each other.

Avoiding Pitfalls: Why “shiny object” channels like TikTok Shop or TikTok ads need careful consideration.

Tune in to learn how Keen Decision Systems is helping brands create marketing strategies that deliver predictable, profitable growth.

Timestamps:

00:00 - Why Marketers Must Justify Their Existence

02:10 - The Investment Banker Mindset for Marketing

04:45 - Rethinking ROAS and Measuring Profitability

07:55 - How Brands Should Balance Top vs. Bottom Funnel Spend

11:20 - The Power of Interaction Effects in Marketing

14:30 - Scaling Up with Tentpole Events and Viral Moments

18:15 - When and How to Move Up the Funnel

22:40 - TikTok vs. Meta: The Future of Social Commerce

26:10 - The Role of AI and Data in Marketing Decisions

Hashtags:

#MarketingStrategy #DTCGrowth #DigitalAdvertising #Ecommerce #MarketingData #BrandBuilding #ROAS #SocialCommerce #TikTokMarketing #PaidMedia #InvestmentMindset #MarketingMetrics

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