Through its new alliance with Keen Decision Systems, Iridio is raising the bar for predictive media planning by integrating Keen’s Marketing Elasticity Engine into its MMM and MTA solutions. Combined with Iridio’s Consumer Graph℠ and proprietary measurement tools, the joint platform offers brands the ability to forecast marketing ROI with Mean Absolute Percentage Error (MAPE) as low as 4%—outperforming industry benchmarks. The integration supports rapid delivery of actionable recommendations, helping marketers optimize spend across channels such as CTV, print, online video, and social, without relying on personal data.
This privacy-first approach delivers a unified, full-funnel view of campaign impact and continuously improves over time by feeding actual performance results back into the model. “By pairing MMM with attribution modeling and activating insights from our proprietary tools, we’re helping brands realize more value from their media dollars,” said Kevin Bell, VP at Iridio. The system empowers marketers to balance short-term returns with long-term brand growth through a strategic planning engine that moves beyond reporting.
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