Bradley Keefer is the Chief Revenue Officer and Justin Jefferson is the VP of Strategy & Insights at Keen Decision Systems, where Bayesian-powered marketing mix modeling meets scenario planning and outcome forecasting, helping brands move from rearview analytics to predictive decisioning.With decades of combined experience across SaaS, analytics, and brand strategy, Bradley and Justin are redefining how marketers plan, forecast, and invest. Instead of treating marketing as a cost center, they help brands model “what if” scenarios, forecasting how every incremental dollar drives revenue across channels.Whether you’re scaling a fast-growing brand or managing a multimillion-dollar marketing budget, Bradley and Justin offer a masterclass in using data to make confident, forward-looking decisions that compound over time.In This Conversation We Discuss: <ul><li>[00:38] Intro</li><li>[01:12] Measuring how marketing spend drives growth</li><li>[02:29] Building models that adapt to brand maturity</li><li>[04:35] Balancing brand building with performance spend</li><li>[07:24] Shifting focus from capturing to creating demand</li><li>[08:41] Driving demand to boost bottom-funnel returns</li><li>[09:34] Breaking growth limits with data-driven planning</li><li>[12:49] Connecting viral moments to sustain momentum</li><li>[14:50] Building brands that go beyond ad optimization</li><li>[15:30] Stay updated with new episodes</li><li>[15:43] Simplifying setup for data-heavy marketing tools</li><li>[18:44] Designing analytics tools for marketing teams</li><li>[20:23] Updating models fast to learn and adapt quicker</li><li>[22:42] Using data to balance old and new media spend</li></ul>Resources:<ul><li><a href="https://www.youtube.com/c/HonestEcommerce?sub_confirmation=1">Subscribe</a> to Honest Ecommerce on Youtube</li><li>Marketing mix modeling powered by AI <a href="https://keends.com/">keends.com/</a></li><li>Follow Bradley Keefer <a href="https://www.linkedin.com/in/bradley-keefer">linkedin.com/in/bradley-keefer</a></li><li>Follow Justin Jefferson <a href="https://www.linkedin.com/in/justin-a-jefferson">linkedin.com/in/justin-a-jefferson</a></li></ul>If you’re enjoying the show, we’d love it if you <a href="https://getpodcast.reviews/id/1447700156">left Honest Ecommerce a review on Apple Podcasts</a>. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

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Bonus Episode: Flexibility Into Every Marketing Decision with Bradley Keefer & Justin Jefferson

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