Keen, TapClicks Extend Marketing Mix Data Partnership

US firms Keen Decision Systems and TapClicks are to extend their partnership to develop an end-to-end marketing intelligence 'ecosystem' including predictive analytics and real-time execution.

Durham, NC-based Keen helps clients forecast, optimize, and analyze their marketing investments, tying spend to financial outcomes. A year ago it added an interpretative AI function to its platform, providing a comprehensive executive summary of a media plan in real time. Its partnership with TapClicks, announced in August, aims to improve the process of data collection in marketing mix models: the TapClicks Smart Marketing Cloud offers an AI-enabled operations and data management platform that includes over 10,000 martech / ad tech connectors, automated warehousing, scalable reporting, and data analytics.

The extended alliance aims to provide marketers with 'unprecedented proactive marketing control', using AI-powered predictive analytics capable of real-time adjustments to media investment strategies; automatic bridging between predictive insights and execution, feeding data directly into campaign optimization; and enhanced attribution precision through continuous model refinement based on real-time execution data.

Keen Chief Revenue Officer Bradley Keefer (pictured) comments: 'At a time where dollars are more scrutinized than ever, Keen and TapClicks are shifting the marketplace from reactive to proactive strategies, significantly improving marketing ROI and performance while streamlining predictive planning, execution, and revenue attribution processes.' Chel Heler, Chief Growth Officer at TapClicks, says the unified platform will deliver 'real-time insights, enabling teams to seize market opportunities faster and maximize ROI, all backed by data.'

In subsequent waves the partners plan to incorporate Adaptive Market Intelligence - using advanced analytics to automatically detect and respond to emerging market trends, competitive actions, and consumer behavior shifts; and Unified Revenue Attribution, which promises marketers a new level of clarity on how each investment contributes to incremental revenue.

Web sites are at www.tapclicks.com and www.keends.com .