Latest From Keith Van Houw
6 Marketing Benchmarks (And One Observation) For CMOs Before the CY2027 Budget Meeting
Each year, marketing teams review what worked and use that to shape next year’s budget. This year, though, mid-2026 looked very different from Q1, and the categories performing best now aren’t the ones most budgets focus on. Those shifts set up the seven patterns below, covering growth, funnel mix, platform efficiency, TV, holiday spend, and […]
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Marketing analytics leader with 15+ years of experience measuring marketing effectiveness and guiding brands and retailers in making smarter investment decisions: his expertise spans MMM, incrementality testing, attribution, and budget optimization. Keith has led analytics projects and engagements from both the agency and client side, with experience across the ecommerce, omnichannel retailer, CPG, financial services and gaming verticals.