Keen Decision Systems, a next-generation marketing mix SaaS company, announced a partnership with MADTECH.AI, the unified marketing, advertising and data decision intelligence platform, to create the first end-to-end MarTech decision engine that delivers real-time MMM measurement, planning and execution in a single platform offering.

“MADTECH.AI helps marketers and their agencies unify and transform their disparate data 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”

Traditionally, measurement, planning, execution, and optimization processes have been provided by different MarTech companies, often by channel and product. By combining MADTECH.AI’s marketing, advertising and data decision intelligence platform, which starts with integrating and transforming data from over 300+ sources then updates continuously while in-market and Keen’s AI-powered marketing mix models, the fully integrated platforms’ planning, execution, optimization, and measurement will all be available in one solution. As a result, Keen and MADTECH.AI can now optimize more than $5 billion in marketing spend across their clients.

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“Our industry has become increasingly siloed, with brands and marketers relying upon numerous technology providers to power their decision-making processes,” said Bradley Keefer, Chief Revenue Officer, Keen. “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.”

“MADTECH.AI helps marketers and their agencies unify and transform their disparate data 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,” said Bill Lederer, Chairman and CEO of MADTECH.AI. “By combining our affordable, AI-based offerings, we’re putting the full power of our capabilities into the hands of brands and their agencies, giving them the end-to-end solution they need to accelerate learnings and improve results faster and affordably.”

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