Financing to Accelerate Commercialization of Keen’s Innovative Software-as-a-Service Platform for Unified Marketing Measurement and Optimization

DURHAM, N.C.–(BUSINESS WIRE)–Keen Decision Systems announced today that it has closed Series A financing led by Spring Mountain Capital to accelerate commercialization of its marketing analytics solution. It currently is difficult for marketers to optimize marketing investments across all online and offline channels without resorting to time-consuming and expensive consulting projects. Keen’s software platform helps marketers make better real-time, data-driven decisions to improve overall marketing effectiveness. Its software platform accounts for all available data across all channels to provide recommendations about marketing investments by channel, investment level and timing. Its algorithms improve in accuracy with usage, and Keen now works with major brands at various Fortune 500 companies.

“Marketers face an expanding array of challenges. Consumer behavior is changing, and there are more channels, more media fragmentation and more tools to manage. Keen’s platform can analyze a complete array of data sources to generate marketing plans that help marketers achieve their financial targets. The company provides substantial value to its clients and regularly improves marketing efficiency by 25 percent or more,” said John Gu of Spring Mountain Capital. “Keen is bringing a much-needed solution to the marketplace, and we are thrilled to be partnering with Greg Dolan, John Busbice and their team to help Keen win in this large and growing market.”

“Our company has been fortunate to experience a strong growth trajectory as we’ve introduced a new paradigm for decision-making to the marketing industry. We are confident our growth will be bolstered by our collaboration with Spring Mountain Capital. I believe this represents a great opportunity for both companies, and I couldn’t be more excited to welcome SMC on board,” said Greg Dolan, co-founder and CEO of Keen.

About Keen Decision Systems

Keen Decision Systems is a Durham, NC-based, software-as-a-service company whose unified marketing measurement and optimization platform helps marketers make dynamic, data-driven decisions about the most effective marketing investments, by channel, investment level and timing. Keen’s customers experience an average 25 percent improvement in brand performance in year one. Connect:, Follow us on Linked In and Twitter.

About Spring Mountain Capital

Founded in 2001 by John L. (“Launny”) Steffens and located in New York City, Spring Mountain Capital, LP (“SMC”) is a private investment management firm that focuses on alternative asset investing. SMC’s Growth Equity Group provides expansion capital to companies that are capitalizing on breakthrough innovations, paradigm shifts, or fundamental market or behavioral changes. The Growth Equity Group at SMC focuses on two sectors of the U.S. economy undergoing the most change and with the highest growth potential: technology-enabled and healthcare businesses. For more information, visit:

Nanette Kirsch
VP, Marketing