#USA #New York #Advertising #Night Market #Keen Decision

Transformative Partnership in Marketing

In a groundbreaking move for the advertising industry, Night Market, the commerce division of Horizon Media, has joined forces with Keen Decision Systems to create an innovative solution that empowers brand advertisers. This strategic collaboration marks a significant advancement in how brands navigate the intricacies of marketing, utilizing the latest technologies to drive their success.

The Essence of the Collaboration

Announced on January 7, 2025, this partnership combines two powerful platforms: Night Market's NEON, an AI-driven retail media and storefront optimization tool, and Keen's sophisticated adaptive marketing mix modeling software. Together, these tools aim to transform brand marketing strategies, enabling businesses to better plan, optimize, and measure their marketing efforts across all channels.

This partnership emerges at a pivotal time when marketing channels are expanding, and brands are faced with the challenge of maintaining a cohesive approach to their advertising strategies. According to Randy Browning, President of Night Market, "As marketing channels evolve, brands need smarter, more connected tools to succeed. Our partnership blends NEON's predictive planning capabilities with Keen's advanced modeling, offering unprecedented insight into campaign performance."

Enhancing Marketing Precision

The newly formed alliance aims to provide a complete solution for advertisers, allowing them to plan their marketing activities with precision and speed. By leveraging data from over 160 different sources, the combined technologies offer advertisers actionable insights that can inform both high-level strategies and specific campaign executions. Key capabilities include:

• - Holistic Measurement: Provides comprehensive assessments of incrementality across all marketing channels, considering direct and indirect effects.
• - Real-time Optimizations: AI recommendations for daily and weekly campaign adjustments based on performance data across various audiences and keywords.
• - Seamless Activation: Integration with retail media networks and robust campaign management platforms ensures smooth execution of marketing campaigns.
• - Diverse Metrics: Insights into various incrementality measures, including sales growth, new customer acquisition, and brand performance enhancements.

This innovative approach to marketing promises to minimize discrepancies and inaccuracies in campaign performance. Browning articulated the vision behind this work, highlighting that "this integrated model revolutionizes how stakeholders view optimization. We'll eliminate issues like overestimating returns on ad spend, allowing brands to confidently pursue the most effective marketing tactics."

What Lies Ahead

With the unveiling of this partnership at CES 2025 in Las Vegas, both companies are eager to demonstrate how their collaborative efforts can significantly enhance marketing investments. The partnership not only positions Night Market and Keen at the forefront of a marketing revolution but also offers brands a roadmap to understanding and improving their overall marketing effectiveness.

As industry challenges mount—especially with the fast-paced evolution of digital advertising—this collaboration aims to address key issues by offering rich analytics, reduced ambiguity, and increased alignment between marketing and finance teams. It is a promising time for brand advertisers who will now have access to more sophisticated tools to guide their marketing strategies.

About the Collaborating Entities

Night Market

Night Market is Horizon Media's commerce agency, driven by the objective of transforming commerce experiences through integrated solutions that span various channels, including DTC, retail, and social media. Their proprietary platform, NEON, showcases a commitment to leveraging AI to maximize incremental revenue and ROI for their clients.

Keen Decision Systems

Keen Decision Systems is recognized for its innovative approach to marketing analytics, helping businesses make data-driven decisions regarding their investments and optimizing their marketing channels more efficiently. Their expertise allows brands to thrive even in a competitive landscape.

As these two companies make strides in the advertising realm, their partnership symbolizes a shift towards more effective, informed marketing practices that prioritize revenue growth and brand success. With the potential for enhanced marketing measurement and strategy, brands are likely to experience a new era of advertising that empowers them to invest confidently in their marketing initiatives.