MSW and Keen have come together in a partnership that brings together best in class solutions, leveraging our respective capabilities to inform and build additional insights and improve brand performance.

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Specifically, we have teamed up so that Keen utilizes MSW data (copy testing / tracking data) to inform and refine the already powerful, Keen MIDA (Marketing Investment Decision Analysis) platform.   

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MIDA puts decision-making power at your fingertips, enabling you to war game novel scenarios to optimize your marketing mix to achieve your business goals in real time.

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Advanced algorithms calculate marginal ROI (mROI) for every channel and week to determine each channel’s profit threshold and anticipated return. MIDA also assigns a risk factor based on the likelihood to achieve the desired outcome:

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1. Optimize a fixed budget

2. Maximize revenue

3. Maximize long-term profitability(measured by net present value, NPV)

4. Or, solve for a leading indicator such as household penetration or foot traffic.

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