CARY, NC (Aug. 23, 2018) — Elder Research, a leader in data science consulting, recently recognized Keen Decision Systems for creating an innovative, data-driven decision support tool for marketers. Elder Research evaluated Keen’s software as part of a due diligence exercise on behalf of a consumer goods client in order to ensure Keen’s methodology was statistically sound and had the ability to optimize and project results effectively.

W. Gerhard Pilcher President and CEO Elder Research, Inc.

The firm’s President and CEO W. Gerhard Pilcher, said, “Elder Research found Keen’s novel approach to optimizing marketing mix in their MIDA tool to be statistically sound and to meet the needs of our major consumer packaged goods client. As the USA’s most experienced consulting firm in Data Science, Machine Learning, and AI, with a growing marketing analytics portfolio, Elder Research enjoyed interactively exploring insights and trade-offs in market investment decision-making with Keen’s MIDA tool.”

“We are honored to receive such strong commendation from one of today’s leaders in the field of data science and machine learning,” Greg Dolan, Keen CEO, said. “Elder Research has distinguished itself by a relentless focus on actionable insights to solve business problems. At Keen we share a similar commitment in helping marketers build winning brands with a software-as-a-service solution that leverages the right data to help marketers make better, faster decisions about the optimal marketing channels, investment levels and timing to achieve their business goals.”

Keen’s software solution, called MIDA (Marketing Investment Decisions Analysis), is a closed-loop decision support system that includes historical measurement, what-if scenario planning, predictive forecasts, and business driver analysis with each model update.

About Elder Research

Elder Research is a recognized leader in data science consulting that partners with commercial clients and government agencies to deliver value through analytic consulting and actionable solutions to business problems. The company’s expertise is in enabling organizations to successfully extract value from their data and resources by delivering the most trusted and valuable strategy, training and analytic solutions in the industry.

About Keen Decision Systems

Keen Decision Systems’ is a software-as-a-service company whose mission is to help marketers build winning brands. Keen’s software puts the right data at marketers fingertips so they can make dynamic, data-driven decisions in real-time about the most effective marketing investments based on channel, spend and timing. Customers experience up to a 25 percent improvement in brand performance in year one using Keen’s decision support tool. Learn more:,, 919-827-1090. Follow us on Linked In and Twitter.