Partners aim for optimized marketing mix modeling
28 August 2024
Durham, North Carolina-based marketing mix software company Keen Decision Systems has partnered with digital marketing and performance analytics specialist TapClicks to improve the process of collecting data in marketing mix models.
Keen’s “next-generation marketing mix system” combines historical performance measurements with predictive and prescriptive plans to optimize ongoing decisions about cross-channel marketing spend tied to financial outcomes. In June, the company added an interpretive AI feature to its platform that provides a comprehensive summary of a media plan for executives in real time.
The company says the integration of technology from TapClicks of San Jose, California – particularly its TapData Product – will simplify the process of collecting the required data, transferring it into suitable formats and uploading it to the modelling platform, which has previously been “difficult and time-consuming, especially for smaller brands with limited resources.” Keen says it can also feed marketing mix results back into TapClicks for automated buying processes, further simplifying marketing decisions.
Bradley Keefer, CRO at Keen, comments: “Today, marketers are inundated with data, making it difficult for them to determine exactly what they need for specific functions. Since smaller companies don’t always have the resources they need to analyse data, this process can only be more time-consuming. TapClicks makes it easier for our smaller clients to upload and analyse their data into our marketing mix models, saving them valuable time and resources.” Babak Hedayati (pictured), CEO and Founder of TapClicks, adds: “Speed is of the essence for marketers today, so they need tools that help them make actionable decisions quickly. This partnership ensures that marketers can extract the data they need and use it in their marketing mix models in a very cost-effective way.”
Websites can be found at www.keends.com and www.tapclicks.com.
