Iridio has entered a strategic alliance with Keen Decision Systems to enhance its Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) capabilities, delivering a unified, privacy-first solution that enables marketers to forecast ROI with industry-leading accuracy and connect media spend decisions directly to financial outcomes. By integrating Keen’s proprietary Marketing Elasticity Engine into Iridio’s custom MMM and MTA frameworks-supported by Iridio’s Consumer Graph™ and cross-channel measurement—brands can achieve a Mean Absolute Percentage Error (MAPE) as low as 4%, significantly outperforming typical industry ranges of 5–15%.
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The upgraded solution delivers rapid insights and strategic recommendations in near real time, replaces disconnected measurement approaches with a full-funnel view across channels such as CTV, social, search, display, video, and print, and supports modern privacy expectations by relying on aggregated sales and spend data rather than personal tracking. Beyond measurement, the alliance’s platform provides actionable planning intelligence with optimized investment strategies and a managed feedback loop that continually refines model accuracy. By addressing key challenges in ROI attribution and forecasting, this partnership equips marketers with a competitive edge in planning, performance measurement, and media investment optimization.