"Who did we reach? How did they behave? What really works? For years broadcasters and marketers have struggled to answer those questions for the $60+ billion spent on US TV advertising and sponsorships. Mensio by Bain Media Lab, developed in partnership with AI pioneer Hive, provides the answers with "digital like" measurement and attribution."

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On my first case at Bain, I helped with an unconventional startup partnership with Hive.ai, an artificial intelligence as a service (yes, AIaaS is a thing now...) to bring a product called Mensio to market.

We helped major Fortune 500 advertisers and agencies address critical objectives including:

1. Find and reach custom audiences

2. Measure and grow business outcomes

3. Identify and realize efficiencies

The point was to drive intelligent, data driven decisions around marketing spend, especially when you have to drop millions of dollars on superbowl ads.

Mensio essentially operated as a "robot that watches TV all the time", crunching real-time competitive intelligence for more than 1,000 brands to share with advertisers and sponsors