DURHAM — Keen Decision Systems Inc., a Durham-based marking software company, has raised $3.5 million in an equity sale.

The company filed the Form D on Thursday. The company intends to use the proceeds as payments of salary.

Keen was launched in 2010 and has generated interest with clients such as Campbell Soup Co., Church & Dwight Co., Eli Lilly and Co. and other Fortune 500 companies.

The company offers clients software that accurately calculates financial contribution across marketing channels as a marketing measurement platform.

The company’s platform is called MIDA, or Marketing Investment Decision Analysis.

In a previous profile story with WRAL TechWire, Greg Dolan, CEO and cofounder, said, “Keen’s MIDA application helps marketers make better informed, faster investment decisions with more impact … The system gives the decision-maker the confidence they are making the right decisions to grow their business.”

Dolan previously spent over a decade as a brand marketing executive for companies such as Campbell and the Kraft Heinz Co.

Companies relying on a Reg D exemption do not have to register their offering of securities with the SEC, but they must file what’s known as a Form D electronically with the SEC after they first sell their securities.

The form can be found here.

This story is from the North Carolina Business News Wire, a service of UNC-Chapel Hill’s School of Media and Journalism

Startup profile: Keen Decision Systems, providing a platform for better marketing decisions (+ video)