Justin Jefferson

Justin Jefferson, VP of Strategy & Insights at Keen Decision Systems, shares his expertise on how over 600 DTC brands are facing Q4 uncertainty and margin pressures. He discusses the alarming fact that fewer than 7% of brands are confident in their forecasts and offers solutions to improve this. Jefferson emphasizes the pitfalls of reactive planning, the importance of scenario modeling for balancing short-term defense and long-term growth, and challenges the reliance on outdated ROAS metrics. His insights stress the value of disciplined investment and the need for agility in marketing strategies.