The 2026 Marketing Investment Framework and Decision Guide
 Keen’s annual marketing benchmarks report connects what happened in 2025 to what marketers should do next in 2026, offering a comprehensive view of how leading brands are investing and measuring media performance. It brings together cross channel ROI benchmarks, funnel investment patterns by company size, and deeper performance insights that go beyond what is typically visible in platform dashboards. The value of the report lies in its ability to help marketers make smarter, more confident decisions about where and how to invest. It provides a clear framework for rebalancing media mix, building full funnel strategies, and understanding how different channels contribute to both short term performance and long term growth. By surfacing marginal ROI and efficiency insights, it enables teams to identify where to scale investment and where to pull back. It also serves as a benchmarking tool, allowing marketers to compare their strategies and performance against a broad set of brands across industries and growth stages. This makes it easier to pressure test plans, validate assumptions, and justify budget decisions internally with credible, data backed comparisons. Overall, the report is designed to turn complex marketing data into actionable guidance, equipping teams with the insights and frameworks needed to optimize their media plans and drive stronger results in 2026. |