Leavened Helps Marketers Replace Assumptions with Data to Drive Smarter, More Accountable Media Decisions

Leavened is a marketing mix modeling firm designed by a group of marketers and data scientists with more than two decades of experience working in performance-based media. The platform supports businesses in making data-driven decisions based on insights. Named after the process of "leavening" in baking where agents such as yeast are introduced to cause dough to rise—Leavened uses a similar mechanism in marketing. The company's approach uses statistical modeling to understand and optimize business growth drivers so that clients have a systematic means of scaling successfully. Rather than operating based on assumptions, Leavened uses empirical analysis to make sure marketing efforts align with measurable outcomes. The team's experience in both traditional media and digital media enables them to build models that reflect real marketplace nuances. With its business competencies and analytical approach, Leavened allows companies to quantify performance, identify opportunities, and maximize marketing investments more accurately.

Leavened: Data-Driven Marketing Mix Modeling for Smarter Media Decisions

Leavened provides a structured, data-driven approach to marketing mix modeling (MMM) through its Iterative Hypothesis Testing process. Designed for marketers attempting to quantify the actual impact of media expenditure, Leavened's product suite provides privacy-protected, scalable insights both online and offline. The company's platform is available both as a managed service and self-service option, giving brands, agencies, and analysts the ability to embed measurement into planning and optimization processes. The product set includes three main modules: Audit & Assessment, Market Forecaster, and Placement Boost. The Audit & Assessment tool analyzes past media performance to determine incrementality and best spend levels, excluding bias and conjecture. The module is well-suited to bringing together cross-channel data without the use of personal consumer information (PII), which fits with today's standards for data privacy.

Then the Market Forecaster draws on those conclusions to aid in annual and scenario planning. Users are able to experiment with various investments in media via the Scenario Planner and Auto Optimization capabilities to discover the largest marginal returns. Forecasting KPIs from historical data enables better decision-making and less inefficiency in planning campaigns. Placement Boost provides placement-level granularity for real-time optimization. The solution analyzes digital, audio, linear, and OTT media to reveal the effect of particular placements and dayparts, allowing weekly optimizations to enhance incremental effectiveness. Leavened also comes with a cloud-based self-service platform with complete transparency—no black boxes. Users are granted access to the entire library of products as well as one-on-one assistance in order to leverage maximum platform benefit. In addition, Leavened provides partially and fully managed models, as well as flexible price schemes such as bundling and trials. By prioritizing actionable, privacy-conforming analytics, Leavened empowers businesses to plan, optimize, and scale media spends better in a fragmented marketing landscape.

Enabling Agencies, Brands, and Analysts with Actionable Marketing Intelligence

Leavened enables marketing teams throughout the industry by furnishing data-driven decision-making tools that promote accountability, better decision-making, and strategic planning. Created by marketers with practical experience, Leavened's solutions are designed to address the changing needs of agencies, brands, and analysts. Agencies are also under greater pressure to be strategic partners and not transactional service vendors. Leavened helps agencies go deeper with clients through self-service solutions that reveal new revenue streams. With abilities that offer placement-level insight and cross-channel analysis, agencies can demonstrate the impact of campaigns, optimize client spend, and deliver quantifiable value. These insights will make agencies leaders, enabling them to stand out in a competitive marketplace. Brands are by nature blind to how much their marketing spend impacts business outcomes. Leavened enables brands to view actual media value through measurements like ROAS, ROI, and CPA. With KPI forecasting, scenario planning, and basic audits automated, marketing teams are empowered to approve budgets and improve responsibility. Organizations also gain improved insight into external drivers such as promotions, price, and inventory, allowing for more precise decision-making.

Analysts are benefited by Leavened's intuitive and automated measurement system. Instead of processing data manually, analysts can leverage streamlined workflows and easy-to-use dashboards, freeing up time for strategic analysis. Without black-box algorithms, all the steps in the process are transparent, making it possible to have trust and transparency. Export raw data or leverage integrated tools to quickly get insights that guide business-critical decisions. By catering to the distinctive roles and requirements of these crucial stakeholders, Leavened enables marketing organizations to work more efficiently, justify their spend, and concentrate on what's important—driving measurable growth through more intelligent media and marketing programs.

Jane Crisan, CEO, Advisory Board

"Rather than operating based on assumptions, Leavened uses empirical analysis to make sure marketing efforts align with measurable outcomes. ”