DTC Podcast | Don’t Go Dark: How DTC Brands Should Plan 2027 Marketing Budgets | Harness the Halo 6/6
Should a DTC brand cut its marketing budget for 2027? Greg Dolan, CEO of Keen Decision Systems, says cutting is the biggest mistake he expects to see, because a brand that goes dark pays more to get back to where it was.
Greg co-founded Keen 16 years ago after a decade as a CPG brand marketer, waiting six to eight months for a marketing mix PowerPoint that didn’t help with the next decision. Keen’s database now covers 450 brands and $48 billion in media spend. In the final episode of Harness the Halo, he explains how the loop of measuring, planning, buying and reconciling works…
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