Keen DS Partners for End-to-End MarTech / MMM Offer

Durham, NC-based marketing mix software company Keen Decision Systems is partnering with decision intelligence platform MADTech.ai to offer 'the first end-to-end MarTech decision engine delivering real-time MMM measurement, planning and execution in a single platform'.

Keen helps client to forecast, optimize and analyze their marketing investments, using a combination of historical performance measurement and predictive / prescriptive plans. In June the company added an interpretative AI function to its platform.

This platform is now being integrated with software from St. Petersburg, Florida-based MADTech.AI, a spin-off from marketing, advertising and data platforms specialist iSOCRATES. MADTech's platform integrates and transforms data from over 300+ sources, then updates it continuously, promising to make 'real-time, AI-driven insights accessible to everyone'. The combination of the two will offer clients planning, execution, optimization and measurement in one solution.

'MADTech.AI helps marketers and their agencies unify and transform their disparate data' says its Chairman and CEO Bill Lederer, 'then make it available seamlessly to Keen's Marketing Mix Model (MMM) to accelerate better planning, buying, and optimization with the channel activation platforms of their choice before, during and after campaigns'. According to Bradley Keefer (pictured), Chief Revenue Officer of Keen, 'Our industry has become increasingly siloed, with brands and marketers relying upon numerous technology providers to power their decision-making processes. The utilization of AI and MarTech in this partnership represents the future of the media optimization processes, helping drive efficiencies and improved effectiveness in the buying process and keeping everything within one tech stack'.

The partners are online at www.keends.com and www.madtechai.com .