# John Busbice

> John Busbice is the founder and Chief Decision Science Officer of Keen Decision Systems, where he leads the methods behind a marketing-planning platform built to turn measurement into forward-looking investment decisions. An analytics practitioner for more than two decades, he developed the MIDA decision-support application, joined it with Keen in 2013 and has continued to argue that marketing models earn their keep only when people use them to choose what happens next.

- **Role:** Chief Decision Science Officer and Founder at Keen Decision Systems
- **Organizations:** Keen Decision Systems, Marketing Investment Decision Analytics (MIDA), IMS Consulting
- **Nationality:** American
- **Education:** Master of Business Administration, Washington University in St. Louis, Olin Business School, Bachelor of Science in Business Administration, Appalachian State University
- **Known for:** Developed MIDA, a forward-looking marketing investment decision-support application., Co-founded Keen Decision Systems and leads the development of its decision-science methods and algorithms., Presented work on Bayesian modeling and marketing-mix optimization at industry analytics forums.

## Career timeline

- **2007** — An Olin Business School alumni publication reported his promotion to principal at IMS Consulting.
- **2010** — Co-founded Keen Decision Systems with Greg Dolan to make marketing analytics more useful for forward-looking decisions.
- **2012** — Appeared at Predictive Analytics World as founder of MIDA, presenting on marketing-mix optimization, forecasting and decisions under uncertainty.
- **2013** — Keen Strategy acquired MIDA, and Busbice joined as a managing partner with responsibility for its decision-support analytics and software.
- **2015** — Keen pivoted to a software-as-a-service model, moving its decision methods into a recurring cloud product.
- **2019** — Public profiles described him as Keen’s co-founder and Chief Product Officer, leading the product built around predictive marketing analytics.
- **2023** — Keen closed an $11 million Series B round to accelerate product development and expansion.
- **2025** — Contributed to the IAB’s Modernizing MMM best-practices guide as Keen’s Chief Decision Science Officer.

## Achievements

- Developed MIDA, a forward-looking marketing investment decision-support application.
- Co-founded Keen Decision Systems and leads the development of its decision-science methods and algorithms.
- Presented work on Bayesian modeling and marketing-mix optimization at industry analytics forums.
- Helped move Keen from consulting-led analytics to a SaaS platform beginning in 2015.
- Contributed to the IAB’s 2025 Modernizing MMM best-practices guide.

## Latest updates

- **2026-09** — Shared Keen’s Harness the Halo episode on LinkedIn, highlighting the difference between average ROI and the return on the next dollar.
- **2025-12** — Featured as a contributor to the IAB’s Modernizing MMM best-practices guide, with a published comment on adoption, embedded decision processes and forecast feedback.
- **2025-12** — Keen updated its marketing-mix decision guide with Busbice’s argument that MMM gains power when teams use it as a recurring decision system.

## Links

- Website: https://keends.com
- LinkedIn: https://www.linkedin.com/in/john-busbice-b310471
- Twitter/X: https://twitter.com/keen_decisions
- YouTube: https://www.youtube.com/@keends
- Facebook: https://facebook.com/keends/

---

Profile page: https://yespress.io/john-busbice
Published by YesPress — https://yespress.io
Last updated: 2026-09-28