Marketers want to learn what marketing investments are working best so they can validate their efforts, reinforce effective strategies, and optimize for the best results. Keen’s Marketing Elasticity Engine (MEE) is a game-changer for learning.
Our AI-powered platform doesn’t just analyze past performance—it predicts future success. How? It starts with learning from Keen’s Marketing Elasticity Engine, which combines:
- A metamodel which has learned insights from optimizing over $7.5 billion dollars in marketing investments, annually
- A financial model trained with your brand’s unique allocation strategies
The metamodel in Keen’s Marketing Elasticity Engine generates advertising elasticity using Keen’s patent-pending language model. What does that mean? Let’s break down how the engine works, together.
How the Marketing Elasticity Engine functions
It functions like a search engine. Using your description of your marketing tactics to guide it, it seeks out relevant information to return an elasticity estimate to you. Here’s how:
1. Learn
The system starts with a dynamic language model. When you input a tactic name into your plan, our system maps that to other tactics to provide signals to the metamodel. Our database has learned the words brand marketers use to describe their tactics—from sponsorship and baseball to retail and competitive.
2. Deconstruct
The system maps the tactics and keywords to context and sensory stimuli of the media. We deconstruct how the media is consumed and where, understanding each component: is there audio, motion, text? Is it read on a magazine or website? Is it consumed via TV or computer, for entertainment or work?
3. Reconstruct
Having analyzed billions of dollars worth of data points from deconstructed media, our model understands consumer touchpoints in detail, including the intended response and full context. Based on this, Keen establishes an elasticity estimate to inform the expected return.
What makes the MEE unique?
By combining advanced, predictive analytics with brand-specific insights, MEE helps teams make informed decisions that enhance both immediate sales and long-term brand value.
| Feature | Keen’s MEE | Traditional Models |
| Data Integration | Combines brand insights with real-time data | Often relies on historical data only |
| Decision Adaptability | Continuously learns and adjusts | Static; limited to past performance |
| Predictive Insights | Forecasts outcomes based on current trends | Focuses on historical analysis |
| User-Focused Interface | Intuitive and easy to navigate | Often complex and hard to use |
How does the MEE improve decision making and drive results?
The MEE is step one in our three-part process:
- The MEE generates initial elasticity estimates
- These feed into your unique marketing mix model, which analyzes your time-series sales, activity, and environmental data– accounting for factors like seasonality, distribution and pricing.
- The planning system then produces optimal recommendations for your brand
By combining advanced, predictive analytics with your brand’s unique data, MEE helps teams make informed decisions that enhance both immediate sales and long-term brand value.
How does the MEE improve decision making?
The Benefits of MEE:
- Confidence in Decision-Making: Learn from Keen’s 15+ years of insights and $7.5B in marketing investment analyzed annually to navigate sparse or limited historical data.
- Tailored Recommendations: Create strategies tailored to your brand based on your descriptions of the tactics you’re using.
- Predictive Power: Combine our information with your data to understand how marketing drives both immediate sales and brand equity. Uncover emerging trends and quantify how they will affect your brand’s performance now and in the future.
- Adaptive Learning: Continuously refine strategies using insights from billions of dollars in marketing investment.
Every week you spend without understanding your returns or contributions is another week of missed opportunities. The cost of inaction can be significant. Keen empowers you to take control of your strategy, helping you maximize your marketing ROI and seize every opportunity for growth.
To learn more about how Keen’s MEE informs our models and can help you make the best data-driven decisions possible, schedule a demo today.
