Iridio Partners With Keen Decision Systems to Advance Media Mix Modeling and Attribution
Iridio has announced a strategic collaboration with Keen Decision Systems to enhance its Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) capabilities. This alliance empowers brands to forecast marketing ROI with exceptional accuracy—achieving a Mean Absolute Percentage Error (MAPE) as low as 4%, significantly outperforming the industry benchmark of 5–15%.
By directly linking media investment decisions to measurable financial outcomes, the partnership delivers a smarter, faster, and more privacy-first approach to modern marketing measurement.
Driving Smarter Marketing Decisions With MMM and MTA
Media Mix Modeling (MMM) is a privacy-centric statistical methodology that evaluates the impact of marketing channels using aggregated sales data, media spend, and external market factors. Unlike cookie-based tracking, MMM does not rely on personal data—making it a future-proof solution amid growing privacy regulations.
Multi-Touch Attribution (MTA) complements MMM by identifying which channels, messages, and interactions influenced customer decisions and quantifying each touchpoint’s contribution. Together, MMM and MTA provide marketers with a holistic, full-funnel understanding of performance, enabling optimized budget allocation and improved ROI.
How the Iridio–Keen Integration Works
Through this alliance, Iridio integrates Keen Decision Systems’ proprietary Marketing Elasticity Engine into its customized MMM and MTA solutions. This powerful engine is combined with Iridio’s Consumer Graph℠ technology and advanced cross-channel campaign measurement.
The result is a unified, high-speed solution that not only measures performance but also delivers strategically refined recommendations guided by Iridio’s media experts. Marketers gain the ability to plan, forecast, and optimize media investments with greater confidence and competitive advantage.
Why This Matters for Modern Marketers
“Marketers are challenged with accurately attributing ROI across multiple channels while balancing short-term performance and long-term growth,” said Kevin Bell, Vice President of Data and Analytics Strategy at Iridio. “By pairing Media Mix Modeling with attribution modeling and activating insights from our proprietary tools, we’re helping brands unlock more value from their media investments.”
Key Capabilities and Competitive Advantages
In addition to industry-leading MAPE accuracy, the Iridio–Keen solution offers several standout benefits:
🚀 Speed to Insights
Brands receive model results and strategic recommendations rapidly—enabling real-time decision-making instead of relying on annual, backward-looking analyses.
🔍 Unified Full-Funnel Measurement
The solution measures incremental channel impact and ROI across the entire funnel, covering channels such as CTV, search, social, display, online video, print, and more.
🔐 Privacy-First Marketing Measurement
Built on aggregated sales and spend data, the approach eliminates reliance on individual-level tracking, providing a compliant alternative to cookie-based analytics.
📊 Actionable Intelligence
Beyond reporting, the platform delivers optimized investment and flighting strategies designed to drive both short-term revenue and long-term brand growth.
🔁 Managed Service With Continuous Learning
Performance data is continuously fed back into the model, creating a learning loop that refines predictions and improves accuracy over time.
Preparing for a Cookieless, Data-Driven Future
“As data privacy scrutiny increases and third-party data availability declines, traditional measurement approaches are becoming less effective,” said Jesse Math, Vice President of Strategic Partnerships at Keen Decision Systems. “Our alliance with Iridio enables brands to leverage advanced data science to understand what’s driving performance today—and what fuels sustainable growth—so they can make confident, data-backed decisions.”
