What Kraz (by VIKO) does

Kraz (by VIKO) is a Barcelona-headquartered AI solutions provider founded in 2021 as a specialized unit within the broader VIKO ecosystem, a group of brand-growth companies established in Barcelona in 1999. Kraz focuses on applied artificial intelligence for marketing and sales, offering six service lines — Marketing Mix Modeling, Demand Forecasting, Customer Patterns Intelligence, Customer Feedback Intelligence, AI Productivity Assistants, and Synthetic Users — packaged alongside three proprietary SaaS tools: Athenea (MMM with econometric and ML models plus genetic-algorithm budget optimization), Lyra (LLM-powered Voice of Customer platform that classifies feedback into 50+ thematic categories), and Atria (a GPT-4 + RAG-based AI Assistant platform for corporate knowledge). The technology stack combines generative AI (GPT-4, Sentence Transformers, RAG) with classical ML (XGBoost, CatBoost, time series) and optimization algorithms (MOEA/GGA), processing structured data (ERP/CRM/POS), text, and multimodal synthetic-user simulations.

The company serves primarily mid-market and large enterprises in Spain and selectively in other European and Latin American markets. Named customers include SEAT & CUPRA, Ferrer, GB Foods, Fira Barcelona, 3Cat, GAP, Camper, Pikolinos, Salsa Jeans, Tous, Unilever, Planeta, Kern Pharma, Uriach, Zambon, Kave Home, and Saba, spanning retail/fashion, pharmaceutical, FMCG, media, automotive/mobility, events, and publishing verticals. Revenue comes from two streams: professional services for custom AI implementations and recurring SaaS subscriptions for Athenea, Lyra, and Atria, with quote-based enterprise pricing. Kraz operates with a ~10-person core team, leveraging the wider VIKO ecosystem of 305+ personnel and sister firms (Elogia, Socialmood, Candee, Elev8, Marketing4eCommerce) for distribution, delivery support, and access to real operational data. It holds Meta Business Partner accreditation in advertising measurement and pursues a sales-led, consultative GTM model with content marketing (blog, webinars, guides, interactive diagnostics) as a top-of-funnel accelerant.

Name

Kraz (by VIKO)

Website

https://kraz.ai

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Kraz (by VIKO) is a Barcelona-based AI solutions unit within the VIKO ecosystem that builds applied-AI tools and services — Marketing Mix Modeling, demand forecasting, Voice of Customer analytics, AI assistants, and synthetic-user simulation — for enterprise clients across retail, pharma, FMCG, media, automotive, and events.

Ownership category

akta.pro rank

Product category

Applied AI Solutions for Marketing and Sales

NAICS

Software Publishers (513210), Advertising Agencies (541810), Custom Computer Programming Services (541511), Other Services Related to Advertising (54189)

SIC

Services-Prepackaged Software (7372), Services-Advertising Agencies (7311), Services-Computer Programming Services (7371)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

akta.pro secondary industries

AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ), AI/ML Engineering & Model Development Services (BPAEAHAF), Performance Marketing Automation & Bid Management Services (MPAAACAM)

Keywords

• Applied AI solutions
• Marketing mix modeling
• Demand forecasting analytics
• Voice of customer AI
• Generative AI assistants

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. AI Solutions Projects: Custom AI solution implementations combining data science, advanced analytics, and generative AI to solve marketing and sales challenges. Turnkey deliverables ready to be integrated and adopted by client teams.
2. SaaS Tools (Athenea, Lyra, Atria): Proprietary AI tools offered as software solutions including MMM, Voice of Customer, and AI Assistant platforms.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Kraz develops and deploys applied AI solutions for enterprise marketing and sales, combining three proprietary SaaS tools (Athenea for Marketing Mix Modeling, Lyra for Voice of Customer, Atria for AI Assistants) with turnkey custom AI implementations covering demand forecasting, customer segmentation, feedback intelligence, AI productivity, and synthetic user simulation. Deliverables are designed to be integrated directly into client teams and produce measurable business outcomes such as advertising ROI lift, stock reduction, and conversion improvements.

Product overview

Kraz (by VIKO) offers a portfolio of three proprietary AI-powered tools—Athenea (Marketing Mix Modeling), Lyra (Voice of Customer), and Atria (AI Assistant)—alongside six specialized AI solutions for marketing and sales optimization. Athenea provides MMM analytics with budget optimization; Lyra delivers voice of customer feedback analysis; Atria enables corporate AI assistants using RAG. These are complemented by solutions for demand forecasting, customer segmentation, synthetic users, and AI productivity, all unified by a methodology combining applied AI, advanced analytics, and strategic vision.

Differentiator

Problem solved

Functional benefit

Brands

• Athenea: Marketing Mix Modeling tool powered by AI for measuring, analyzing, and optimizing advertising investment
• Lyra
• Atria

Products and services

• Athenea SaaS tool that performs Marketing Mix Modeling (MMM) by combining econometrics with machine learning to measure cross-channel advertising impact, quantify ROI/ROAS, surface saturation curves, and recommend optimal budget allocation for enterprises.
• Lyra AI Voice of Customer platform that ingests reviews, surveys, and comments from multiple channels and applies NLP, semantic classification, sentiment analysis, and multilingual processing to surface actionable customer insights for enterprises.
• Atria AI Assistant platform that uses Large Language Models, Sentence Transformers, and Retrieval-Augmented Generation to build corporate chatbots trained on internal documents, interviews, and CRM data, enabling natural language queries and automated qualitative analysis.
• Marketing Mix Modeling (MMM) Service Professional service that combines econometrics, data science, and machine learning to model cross-channel advertising impact and optimize paid media investments for enterprise marketing teams.
• Demand Forecasting Service AI-powered demand prediction engagement using time series and machine learning models to optimize inventory, production, and commercial planning at SKU and product level for enterprise clients.
• Customer Patterns Intelligence Service Advanced customer segmentation and behavioral pattern analysis service using clustering algorithms and machine learning to identify high-value customer segments and activate personalized campaigns for enterprise clients.
• Customer Feedback Intelligence Service Voice of Customer analysis service that converts reviews, surveys, and comments into structured insights for marketing, product, and customer experience optimization at enterprise scale.
• AI Productivity Assistants Service Generative AI engagement that applies Large Language Models to internal teams and processes, scaling internal knowledge and accelerating productivity with intelligent assistants trained on company-specific data.
• Synthetic Users Service Synthetic behavior simulation service that generates realistic user communities for pre-testing strategies, messages, and products before launch to reduce risk and increase efficacy for enterprise brands.

Quantifiable outcome

• +23% ROI improvement in advertising investment
• +5 more outcomes

Named customers21 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature6 records

Partnerships

One partnership is on record.

• VIKOcoreStrategic or Co-development PartnerKraz is part of the VIKO ecosystem, a group of specialized businesses focused on driving brand growth. VIKO includes Elogia, Socialmood, Candee, Elev8, and Marketing4eCommerce. Founded in Barcelona in 1999, VIKO provides Kraz with access to real business operations for model validation and learning.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Salesforce Marketing Cloud: Enterprise marketing platform with AI (Einstein) capabilities for segmentation, personalization, and analytics. Adjacent to Kraz's customer patterns intelligence and AI assistant offerings, with vastly broader scale.
• Qualtrics: Enterprise experience management platform with strong Voice of Customer, sentiment, and feedback analytics capabilities. Directly comparable to Kraz's Lyra product, serving enterprise CX and marketing teams.
• Medallia: Enterprise customer and employee experience platform with AI-driven text analytics and VoC capabilities. Comparable to Kraz's Lyra Voice of Customer offering, focused on large-scale feedback intelligence.
• HubSpot: Broad marketing automation and CRM platform with growing AI features for segmentation, content, and analytics. Overlaps with Kraz's marketing and sales AI focus but as part of a much wider SMB-to-enterprise suite.
• Nielsen (Media Measurement): Global media and audience measurement incumbent with a broad portfolio including MMM, attribution, and audience analytics. Overlaps with Kraz on advertising effectiveness measurement but serves a much wider portfolio of use cases.

Others

• AppsFlyer: Global marketing measurement and attribution platform focused on mobile and digital campaigns. Adjacent to Kraz's performance measurement and MMM use cases, particularly for retail and consumer brands.
• Meta Robyn (open-source MMM): Meta's open-source Marketing Mix Modeling framework for advertisers. An indirect competitor and ecosystem reference point for Kraz's Athenea — increases market awareness of MMM but also commoditizes parts of the stack.

Direct peers

• Marketing Evolution: Enterprise SaaS platform for cross-channel marketing measurement and optimization. Closely comparable to Kraz's Athenea MMM offering, with overlapping buyer personas in marketing and finance leadership.
• Analytic Partners: Global commercial analytics firm specializing in Marketing Mix Modeling and ROI optimization for enterprise brands. Direct competitor to Kraz's Athenea product, serving similarly large advertisers with measurement-driven media planning.

Regional players

• Tinybird: Madrid-based data analytics platform for real-time APIs and developer-focused analytics. Comparable as a Spanish data/AI infrastructure company, though focused on developer tooling rather than marketing analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/kraz-data-solutions

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kraz (by VIKO)