Keen Decision Systems, a pioneering marketing mix SaaS company, has unveiled a new interpretive AI function for its platform. As the industry’s first decision optimization engine rooted in predictive analytics and powered by AI, Keen continues to enhance its marketing mix modeling software, providing marketers with real-time executive summaries of their media plans.
Enhancing Marketing Insights with Interpretive AI
The newly launched interpretive AI model overlays Keen’s media plan analysis, integrating global marketing insights to deliver high-level, dataset-specific analysis. This advanced function offers marketers recommendations for spending and channel allocation over time, creating comprehensive plans without requiring a full analysis. The interpretive AI also adapts to changes in the marketing mix model, offering updated insights to optimize spend, maximize profit, and account for environmental changes like seasonal factors or inflation.
Key Features of Interpretive AI
- Real-Time Executive Summaries:
- Provides marketers with high-level analysis and recommendations in an easily digestible format, eliminating the need for extensive data analysis.
- Dynamic Adjustments:
- Continuously updates insights based on changes in the marketing environment, ensuring marketers can quickly adapt their strategies.
- Optimization and Profit Maximization:
- Tailors recommendations to optimize marketing spend or maximize profit according to the marketer’s objectives.
Executive Insights
Greg Dolan, CEO of Keen Decision Systems, highlighted the impact of the new feature:
“Our platform has long relied on AI to create more impactful and efficient models. By leveraging interpretive AI, marketers now have a full view of their marketing mix models, forecasts, and spend in an easily digestible format, eliminating the need for extensive data analysis and ensuring that teams can deliver effective plan summaries in a matter of minutes.”
Joshua Lucas, Head of Product at Keen, emphasized the user-centric approach:
“We see AI as the key to driving down the expertise needed to build models, optimize plans, and communicate insights. From end-to-end, we’re embedding AI in our platform to enable an informed, quick, and delightful experience.”
Customer Experience
Emily Doyle of Premier Nutrition praised the new feature:
“This is a very cool way to visualize data and use AI to synthesize everything. It saves us time and makes our lives easier.”
Conclusion
Keen Decision Systems’ interpretive AI function marks a significant advancement in the marketing mix modeling landscape. By providing real-time, comprehensive summaries and dynamic recommendations, this feature empowers marketers to optimize their media plans efficiently and effectively. The integration of interpretive AI underscores Keen’s commitment to leveraging advanced technology to simplify and enhance the marketing planning process, driving better outcomes for businesses.