RALEIGH, N.C., Oct. 29, 2013 /PRNewswire/ — Companies will now know where to spend their next marketing dollar, as John Busbice, founder of Marketing Investment Decision Analytics, LLC (MIDA) joins Keen Strategy, LLC (Keen) as a managing partner. The addition of Busbice and his MIDA application expands Keen’s capabilities to include marketing mix and investment decision support analytics and software.

The MIDA application enables business and marketing leaders to answer a critical question: where to spend the next marketing dollar. Unlike traditional tools that simply measure the performance of past marketing efforts, MIDA is a forward-looking decision support tool.

“Marketing mix and investment decisions are among the most challenging for marketers,” said Busbice. “MIDA was designed to address these issues by focusing on decision support that incorporates the full information estate of organization – both data and managerial guidance. No longer is there a reason to debate the ‘art’ and ‘science’ of marketing decisions.”

Keen partnered with MIDA over the last year to jointly deliver a number of client projects. “With this acquisition, the two groups have solidified their commitment to transforming the way companies grow,” said John Kelly, partner at Keen. “The partnership will accelerate the number of national iconic brands that can benefit from MIDA. Keen has committed to increased investment behind the MIDA software development and is developing a cloud-based application.”

“The MIDA acquisition enables Keen to help companies focus on the key issues with the biggest impact on growth for years to come – using their brand more effectively and optimizing the spend behind those efforts,” said Alan Hart, managing partner at Keen. “Progressive marketers recognize that there is an opportunity to drive investment decisions that show both the short and long-term benefit of marketing. MIDA is the only solution that focuses on forward-looking decisions and evaluates marketing in terms that CFOs can support.”

About Keen Strategy

Keen Strategy is a new breed of brand and marketing consultancy. Founded in 2011 in Raleigh, North Carolina, Keen develops practical, innovative solutions to enable better decisions about growth, more efficiently and with bigger impact. Keen works with clients who believe in the power and potential of the next leap forward such as Campbell’s Soup Company, United Healthcare, ConAgra and Mylan Pharmaceuticals on brand, innovation, customer strategy, and marketing optimization. For more information, visit www.keenstrategy.com or on Twitter @keen_strategy.

Contact: Erin Hyatt
Phone: 919.604.7612
Email: erin.hyatt@keenstrategy.com

SOURCE Keen Strategy