# Keen Decision Systems

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/keen-decision-systems

- Industry: Software
- Headquarters: Research Triangle Park, US
- Website: www.keends.com
- Total disclosed funding: $16M
- Latest round: Series B (Oct 13, 2022)
- Investors on record: 3

## About

Keen Decision Systems, LLC specializes in artificial intelligence-driven marketing mix modeling, providing brands with data-driven insights to optimize their advertising strategies and maximize their marketing investments.Founded in 2010 in Research Triangle Park, US, Keen Decision Systems, LLC focuses on delivering advanced marketing mix modeling solutions. The company was co-founded by Greg Dolan and John Busbice. In its journey, Keen has raised a total of USD 11.00 mn, with the latest funding round being a Series B, led by Ballast Point Ventures in October 2022, further enhancing its capabilities.Keen Decision Systems specializes in marketing mix modeling (MMM) powered by artificial intelligence, offering a sophisticated platform that enables brand marketers to make data-driven decisions regarding their advertising strategies. The core product provides tools for real-time analysis of marketing investment data, allowing users to simulate various budgeting scenarios and optimize their marketing mix without the need for dedicated data scientists. This service targets clients in sectors such as consumer packaged goods (CPG), travel, business-to-business (B2B), retail, and quick service restaurants (QSR). The platform facilitates better alignment of marketing strategies with overall business goals and is available globally, with notable usage in markets across North America and Europe.Keen Decision Systems generates revenue through a subscription-based model for its AI-powered marketing mix modeling platform. Clients typically engage in annual contracts that allow them to access the software and its features, which include dynamic planning capabilities and real-time insights into marketing effectiveness. The firm's financial performance is supported by its capacity to optimize over USD 7.50 bn in marketing budgets and deliver measurable increases in incremental revenue for its clients. Specific pricing plans are structured to ensure that clients receive maximum value from the platform while aligning with their growth objectives.In October 2022, Keen Decision Systems, LLC raised Series B funding to scale its optimization engine and marketing platform rooted in predictive analytics. The company plans to enhance its existing product offerings and introduce new capabilities to better serve its clients. With the new funding, Keen aims to expand into additional geographic regions, targeting markets in Asia and South America by 2024, positioning itself to leverage emerging opportunities in these growing sectors.

## Funding rounds

- Series B, Oct 13, 2022 — Triangle Tweener Fund
- Series B, Jun 30, 2022, $11M — Ballast Point Ventures
- Series A, Mar 9, 2019, $4.7M — Spring Mountain Capital

## Investors

- Spring Mountain Capital (https://capitalatlas.ai/funds/spring-mountain-capital) — Series A
- Ballast Point Ventures (https://capitalatlas.ai/funds/ballast-point-ventures) — Series B
- Triangle Tweener Fund (https://capitalatlas.ai/funds/triangle-tweener-fund) — Series B