Keen Decision Systems
- Company typePrivate
- Founded2010
- HeadquartersCary, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Keen Decision Systems firmographics
Firmographics- Name
- Keen Decision Systems
- Legal name
- Keen Decision Systems, Inc.
- Website
- https://keends.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Keen Decision Systems industry classification
Industry- Product category
- Marketing Mix Modeling Software
- NAICS
- Software Publishers (5132), Advertising Agencies (541810), Marketing Consulting Services (541613)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)
- akta.pro secondary industries
- Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN), Marketing Mix Modeling, Attribution & Propensity Scoring (HDAAAHAH)
Keywords
Where Keen Decision Systems is headquartered
LocationHeadquarters
- HQ city
- Cary
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Keen Decision Systems business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Annual subscription pricing for AI-powered MMM platform. Subscription includes access to marketing mix modeling, planning, and forecasting capabilities. Pricing is transparent with annual billing.
- Agency Planning Tools: Keen Planning Module for agencies to build and sell media plans. Agencies can generate plans and recommendations for their clients using Keen's benchmark data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual SaaS subscription with transparent pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Keen Decision Systems product offering
Product offeringCore offering
Keen Decision Systems sells an AI-powered Marketing Mix Modeling (MMM) SaaS platform that uses Bayesian regression and a patent-pending Marketing Elasticity Engine to measure marketing ROI, optimize budget allocation across channels, and forecast revenue and profit. The platform is sold to brand marketers, CPG companies, and marketing agencies through annual subscriptions and delivered via direct enterprise sales, an agency channel program, and a self-serve free trial.
Product overview
Keen Decision Systems offers a unified AI-powered Marketing Mix Modeling platform (Keen MMM Platform) as its core product, with the patent-pending Marketing Elasticity Engine at the center. The platform is delivered as a SaaS solution with multiple integrated modules including the Keen Planning Module (self-serve media planning for agencies), Keen for Brands (brand portfolio optimization), Keen for Agencies (full-funnel measurement for agency clients), and the Keen Marketplace (partner ecosystem for integrations). Additional modules cover Annual Planning, Demand Planning, Marketing Measurement, and Media Planning, all unified under the same adaptive Bayesian modeling engine and connected to financial outcomes through ROI forecasting and scenario planning capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- Keen Planning Module: Self-serve media planning tool for agencies built from over $35B in optimized media across 400+ brands. Allows agencies to simulate channel mixes, forecast outcomes, and recommend data-backed strategies without needing client data inputs.
- Keen Marketplace
- Marketing Elasticity Engine (MEE)
Products and services
- Keen AI-Powered MMM Platform Keen's core adaptive Marketing Mix Modeling SaaS platform uses Bayesian regression methods to create models that learn and evolve over time, optimizing marketing budgets and planning for the future. It bridges marketing and finance to help brand marketers optimize full marketing budgets, demonstrate ROI, and drive profitable growth, and is designed to be used without data scientists.
- Keen Planning Module A self-serve media planning module for agencies that simulates channel mixes, forecasts outcomes, and recommends data-backed strategies without requiring client data inputs. Built from over $35 billion in optimized media across 400+ brands using the Marketing Elasticity Engine (MEE).
- Keen for Brands A brand-focused edition of the Keen platform that drives 25%+ improvement in marketing-influenced incremental revenue within the first 12 months through multi-year revenue forecasting, real-time marketing budget scenario planning, and optimization of spend based on the point of diminishing returns (marketing profitability).
- Keen for Agencies Full-funnel marketing measurement solution for agencies providing precise media mix optimization, privacy-first cookieless measurement that accounts for cross-channel interaction effects, and AI-powered recommendations that typically boost ROI by 25% or more. Designed for agencies to support client measurement, planning, and pitch work.
- Keen Marketplace An interoperable partner ecosystem that unifies and scales marketing operations by connecting data, measurement, planning, and execution across partners in categories including data and information, measurement, planning and forecasting, buying and execution, and accountability and auditing. Includes 275+ technology integration partners such as AWS, Snowflake, HubSpot, Meta, Google, Amazon, and The Trade Desk.
Quantifiable outcome
- 25%+ improvement in marketing-influenced incremental revenue within first 12 months
- +7 more outcomes
Companies that use Keen Decision Systems
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Keen Decision Systems technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration45 records
AI capability4 records
Feature5 records
Keen Decision Systems partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, major and minor.
- Iridio (by RRD)coreStrategic alliance to strengthen Advanced Media Mix Modeling Solution. Combines Keen's Marketing Elasticity Engine with Iridio's Consumer Graph technology. Delivers 4% MAPE outperforming industry standard of 5-15%.
- Walmart Connect Partner NetworkmajorJoined Walmart Connect Partner Network to help brands optimize retail media investments on Walmart's platform.
- BirdDogcoreAgency partner using Keen Planning Module. CEO Shaun Brown: 'We are thrilled about Keen\'s new MMM planning tool because it finally gives SMBs and emerging brands access to predictive planning power.'
- Exverus MediacoreAgency partner leveraging Keen for analytics and predictive insights. VP Analytics Joshua Edelman: 'Leveraging the Keen Planning tool enables Exverus Media to anticipate market shifts, enhance analytical capabilities, and harness predictive insights.'
- CrispincoreAgency partner using Keen for data and truth behind campaigns. Chief Transformation Officer Freddy Dabaghi: 'Keen Decision Systems has been a great partner for providing the data and truth behind campaigns.'
- WpromotecoreAgency partner using Keen for pressure-testing media plans. VP of Brand & Media Strategy Janna Navarro: 'Keen helps us pressure-test media plans and model different outcomes.'
- Code3coreAgency partner. CEO Craig Atkinson: 'Keen has become a critical part of Code3\'s offering. [We can] show our clients a fully integrated planning approach that also includes outcomes.'
- MissionOne MediaminorAgency partner. EVP Media Planning Ernest Meadows III: 'We are thrilled to partner with Keen on game changing solutions for MissionOne Media to use in helping our clients scale with soul.'
- AWS (Amazon Web Services)coreData cloud integration for storing and managing large amounts of marketing data. Enables seamless access and analysis of data.
- SnowflakecoreData cloud platform integration for marketing data storage and analysis.
- The Trade DeskcoreProgrammatic platform integration for automated digital ad space buying.
- Meta (Facebook/Instagram)corePublisher platform integration for ad measurement and campaign management.
- Google AdscorePublisher platform integration for advertising campaigns.
- TikTokcorePublisher platform integration for short-form video advertising.
- Amazon AdscorePublisher platform integration including Amazon Sellers and Amazon DSP for retail media advertising.
- NielsenIQ (NIQ)coreRetail POS and syndicated data provider for sales and market trend insights.
- CircanacoreRetail syndicated data provider for market intelligence.
- SkaicoreRetail media and TV/streaming planning and buying platform integration.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Keen Decision Systems competitors and assessment
Company assessmentBroad incumbents
- Google Meridian: Google's MMM solution providing open-source MMM capabilities for advertisers. Incumbent threat as a free or low-cost alternative backed by Google's data and advertising platform dominance.
- Nielsen Catalina Solutions: Joint venture between Nielsen and Catalina providing MMM leveraging shopper panel data. Incumbent competitor with significantly larger scale and data assets, but bundled with broader Nielsen media measurement services rather than standalone SaaS.
- Circana (formerly IRI): Major market research and retail measurement firm offering MMM as part of a broader analytics portfolio. Large incumbent providing syndicated data and MMM services to CPG and retail customers globally.
- LiveRamp: Data connectivity platform with RampID and measurement capabilities. Operates in adjacent measurement/attribution space with broader data collaboration offerings; increasingly competitive in cookieless measurement.
- Northfork (TikTok): MMM measurement company acquired by TikTok in 2022 to enhance measurement of TikTok ad investments. Represents walled-garden measurement threats as major ad platforms build proprietary MMM alternatives.
Direct peers
- Analytic Partners: Commercial analytics and MMM provider serving large brand advertisers. Directly comparable as an MMM-focused analytics company targeting CPG and enterprise brands, though typically delivered via services engagements rather than self-serve SaaS.
- Measured: AI-powered MMM platform purpose-built for marketers. Closely comparable as a SaaS-delivered MMM solution targeting the same CPG and brand marketer customer base with similar predictive modeling capabilities.
- Marketing Evolution: Marketing measurement and MMM platform focused on person-level outcomes. Direct competitor in the MMM software space with similar enterprise brand marketer positioning and outcome-based analytics.
- Ipsos MMA: Marketing mix modeling specialist within Ipsos, focused on advanced analytics for Fortune 500 CPG and retail clients. Direct MMM peer with overlapping customer base and methodology, though typically delivered through managed services.
Emerging players
- Skai: Retail media and connected commerce platform with growing measurement and planning capabilities. Partial overlap with Keen's retail media optimization offering and a current Keen integration partner.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Keen Decision Systems social profiles
Digital presenceKeen Decision Systems financial estimates
Financial estimateRevenue estimate
Valuation estimate
Keen Decision Systems leadership team
Management profileNumber of profiles
Profiles5 records
Keen Decision Systems funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Keen Decision Systems M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Keen Decision Systems
What does Keen Decision Systems do?
Keen Decision Systems sells an AI-powered Marketing Mix Modeling (MMM) SaaS platform that uses Bayesian regression and a patent-pending Marketing Elasticity Engine to measure marketing ROI, optimize budget allocation across channels, and forecast revenue and profit. The platform is sold to brand marketers, CPG companies, and marketing agencies through annual subscriptions and delivered via direct enterprise sales, an agency channel program, and a self-serve free trial.
Is Keen Decision Systems a public or private company?
Keen Decision Systems is a private company. It is classified as venture growth investor backed and is currently operating.
When was Keen Decision Systems founded?
Keen Decision Systems was founded in 2010. It employs 11 to 50 people.
Where is Keen Decision Systems based?
Keen Decision Systems is headquartered in Cary, United States, in the North America region.
How does Keen Decision Systems make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are agency Planning Tools.
Who are Keen Decision Systems's main competitors?
Broad incumbents on record are Google Meridian, Nielsen Catalina Solutions, Circana (formerly IRI), LiveRamp and Northfork (TikTok). Direct peers are Analytic Partners, Measured, Marketing Evolution and Ipsos MMA. Skai is listed as an emerging player.
Does Keen Decision Systems have an API?
No public API is recorded for Keen Decision Systems.
What industry is Keen Decision Systems in?
Keen Decision Systems's product category is Marketing Mix Modeling Software. Its primary akta.pro industry code is BPAFABAN, Media Measurement, Attribution & Mix Modeling (MMM/MTA), with a secondary code of MPAAABAN, Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services. Its NAICS code is 5132 and its SIC code is 7310.