Keen Decision Systems

Keen Decision Systems emerged from a distinct need identified by its co-founder, Greg Dolan. With over a decade of experience as a brand marketing executive at major corporations like Kraft and Campbell's, Dolan was intimately familiar with managing substantial marketing budgets. However, he found traditional marketing mix solutions lacking in providing clear insights into how these investments were truly impacting business growth and shareholder value. He envisioned a solution that could offer real-time understanding and guide ongoing decisions as market conditions evolved. This vision led to the co-founding of Keen Decision Systems in 2010, alongside John Busbice, who became the 'father' of Keen's algorithms and leads the company's decision science methods. Their shared goal was to empower marketers to make smarter, data-driven decisions by reframing spending as an investment in brand growth.

From its inception in Durham, North Carolina, Keen set out to revolutionize how marketing leaders forecast, optimize, and analyze their investments. The company developed an AI-powered marketing mix modeling (MMM) platform, designed to be the industry's first decision optimization engine rooted in predictive analytics. This platform unifies channel data, measures the full financial contribution of each marketing activity, and allows marketers to model various scenarios to determine optimal investment strategies down to the week. Keen's journey has been marked by significant growth and recognition. The company has been listed on the Inc. 5000's Fastest-Growing Private Companies in America for six consecutive years and has been acknowledged as a 'Best Place to Work' by the Triangle Business Journal. Today, Keen Decision Systems manages over $7.5 billion in marketing spend for major brands, helping them navigate the dynamic market landscape and connect marketing investments directly to revenue and profit, thereby driving profitable growth and demonstrating both short-term and long-term financial impact.