In today’s competitive marketing landscape, brands are constantly seeking advanced tools to optimize campaigns and drive revenue growth. Recognizing this need, Night Market, Horizon Media’s commerce agency affiliate, and Keen Decision Systems have joined forces to deliver an innovative solution for advertisers. This strategic partnership leverages cutting-edge technologies to revolutionize marketing planning, optimization, and measurement, promising enhanced precision and actionable insights across channels.
The Partnership: Redefining Marketing Strategy
Night Market and Keen Decision Systems bring together their flagship technologies—Night Market’s NEON and Keen’s adaptive marketing mix modeling software—to create a first-of-its-kind marketing solution.
This collaboration aims to equip advertisers with the tools to:
- Plan campaigns holistically, ensuring granularity and speed in decision-making.
- Optimize investments across omnichannel retail, commerce media, and traditional advertising.
- Measure true incremental impact across all marketing channels.
The partnership bridges the gap between data-driven decision-making and real-world execution, enabling advertisers to drive measurable growth.
Key Features of the Solution
The combined solution integrates advanced artificial intelligence (AI) and machine learning (ML) capabilities to analyze data from over 160 sources. Advertisers can expect powerful tools that enhance both strategic planning and tactical execution.
1. Holistic Measurement of Incrementality
- Provides a complete view of marketing performance across channels.
- Captures direct and indirect effects of retail media investments.
2. Real-Time Campaign Optimization
- AI-driven recommendations for daily and weekly adjustments.
- Optimization across channels, audiences, and down to keyword-level granularity.
3. Predictive Metrics for Success
- Offers insights into metrics such as sales, revenue, customer lifetime value, and brand lift.
- Helps brands understand the long-term value of their marketing strategies.
4. Seamless Activation
- Integrates with retail media networks and campaign management platforms for smooth execution.
“With these advanced capabilities, brands can confidently adapt and optimize their marketing efforts,” said Randy Browning, President of Night Market.
Why This Partnership Matters
As marketing channels evolve and retail media becomes increasingly complex, brands face significant challenges in achieving measurable results.
Addressing Industry Challenges
- Integrated Measurement Methods
- Combines pre- and post-campaign measurement for accuracy and consistency.
- Adapting to Retail Media’s Role
- Leverages AI-driven solutions to simplify planning and execution in a fragmented media environment.
“This partnership represents a leap forward in marketing measurement and optimization,” said Greg Dolan, CEO of Keen Decision Systems. “By uniting our technologies, we enable brands to align their marketing, finance, and commercial teams for more impactful investments.”
About Night Market’s NEON
Launched in early 2023, NEON is an AI-powered platform designed to simplify retail and commerce media for marketers.
Key Benefits of NEON
- Provides actionable insights to accelerate forecasting and planning.
- Delivers recursive optimization to maximize incremental revenue.
- Drives intelligence for both endemic and non-endemic retail media.
With the rise of generative AI, NEON helps marketers move beyond experimentation, fostering confidence in data-driven decisions.
A Unified Approach for Incremental Revenue Growth
The partnership between Night Market and Keen Decision Systems addresses a critical need: aligning pre- and post-campaign measurement to ensure accuracy.
Eliminating Discrepancies in Marketing Measurement
“This integrated approach allows brands to predictively invest in high-value tactics while avoiding discrepancies between return on ad spend (ROAS) and return on investment (ROI),” explained Browning.
For example, the solution prevents scenarios where a campaign reports a +$3.50 ROAS but later reveals a -$3.50 ROI during post-campaign measurement.
By aligning all stakeholders, including marketing, commercial, and finance teams, the solution ensures maximum incremental value across campaigns.
Unveiling at CES 2025
Night Market and Keen Decision Systems will officially unveil their co-engineered solution at CES 2025 in Las Vegas. The event will showcase real-world examples of how the platform helps brands optimize marketing investments to achieve substantial revenue growth and ROI improvements.
Brands and agencies attending CES will have the opportunity to witness live demonstrations of how this partnership is already transforming marketing strategies for leading advertisers.
Conclusion
The collaboration between Night Market and Keen Decision Systems marks a significant milestone in marketing technology. By combining AI-driven insights with adaptive modeling, this partnership empowers brands to make data-driven decisions with unprecedented clarity and confidence.
As the industry continues to evolve, solutions like these will play a pivotal role in enabling marketers to achieve measurable success across all channels.
If you’re attending CES 2025, don’t miss the chance to explore how this innovative solution can elevate your marketing strategy.