Keen Decision Systems and TapClicks partner on marketing mix data

Through the partnership, TapClicks will integrate its data management platform with Keen Decision Systems’ marketing mix modelling platform, which offers data on performance measurement and other insights for marketers.

The combination will allow marketers to upload and analyse their data into marketing mix models. Additionally marketing mix results can be added to the TapClicks platform for automated buying processes.

Babak Hedayati, chief executive and founder, TapClicks, said the partnership would allow marketers to “extract the data they need and utilise it in their marketing mix models” in a cost-efficient way.