Company

Making marketing science practical for everyday planning.

Kuwalyst is a marketing-science company based in Paris. We build the Media Planner to help teams create, monitor and refine evidence-based media plans, and we can operate it alongside teams that would like support.

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Why now

Marketing teams need a more reliable way to understand return.

Privacy rules and signal loss have made click tracking less reliable as a way to measure advertising. Brands are returning to modelled measurement, media mix models and experiments, while scrutiny of marketing budgets continues to increase. Demonstrating return has become an important procurement requirement.

Marketing science is still often delivered as a bespoke project: a single model can take months and the answer may arrive after the next plan is live. Kuwalyst brings that work into software that can support an ongoing process, while retaining marketing-science expertise for decisions that need it.

Method

Open methods, audited benchmarks and transparent limitations.

Models you can inspect

Bayesian media mix models use geometric adstock and Hill saturation, with priors your team can audit and response curves it can interpret. The methods are documented in the book.

Benchmarks traced to their source

A registry of 200+ benchmark sources, each traced to its primary publisher: eMarketer, IAB, IPA and WARC, Nielsen, platform documentation. Unsourced articles do not qualify.

Provenance on every number

Figures are identified as measured, projected or benchmarked on every screen and in every export. When evidence is not sufficient to support a number, the planner makes that clear.

Founders

A founding team with experience across marketing science, AI and advertising.

Kuwalyst is headquartered in Paris and works with agencies and brands in France, the UK, the US and Japan.

Julien Bourdon-Miyamoto
Co-founder & CEO
20+ years in AI and ML engineering. 10+ years managing advertising ML products in global media companies. Ex-Rakuten Advertising Senior Director of Ads ML, ex-Meta Staff Machine Learning Engineer and Engineering Manager.
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Hajime Takeda
Co-founder & Head of Marketing Science
10 years as a data scientist and marketing analyst in retail and fashion, in the US and Japan. Author of Marketing Science in Python. Recognised speaker at data science and marketing science conferences. Ex-P&G marketing scientist.
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Sovereign by design

Your data, and the AI that processes it, remain in the EU.

The planner runs open-weight models on Scaleway Generative APIs, hosted in the EU (France): the model's publisher never sees your data. Privately hosted models are available on request, including on-premise and VPC deployments. Our infrastructure provider, Scaleway, is ISO/IEC 27001 and HDS certified. Kuwalyst's application encrypts client data at rest and in transit and never uses one client's data for another client. Data-handling terms are set out in the contract, with a right to audit and deletion on request. Read where your data goes, and where it stays.

Hosted in the EU (France) by Scaleway
Open-weight models run by Scaleway: the publisher never sees your data
Privately hosted models on request
On-premise or VPC on request
Encrypted at rest and in transit, never used for other clients
Right to audit, deletion on request

The book

We publish the methods we use.

Marketing Science in Python

Co-founder Hajime Takeda's practitioner's guide to causal inference, media mix modelling, customer lifetime value, pricing and forecasting. These are the methods running inside Kuwalyst. Free as a personalised PDF.

Get the free PDF →

Where we are

Kuwalyst SAS, 200 rue de la Croix Nivert, 75015 Paris, France. Registered in Paris, RCS 995 380 649.

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