5 Reasons the MINT + Celonis Partnership Is Breaking New Ground

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This is a first-of-its-kind alliance in our industry as Celonis has selected MINT as its very first partner in the marketing and media sector, making this collaboration truly ground-breaking. The result? Every action in our Advertising ResourceManagement (ARM) platform can now be captured and analyzed, fuelingunprecedented Process Intelligence. In this post, we will explore five key reasons why theMINT–Celonis collaboration is transforming how marketing teams work.

1. End-to-End Advertising Process Intelligence

MINT is the global leader in AI-driven Advertising Resource Management (ARM), unifying all steps of a campaign’s lifecycle in one intelligent workspace. Celonis is a global leader in Process Mining and has helped organizations around the world realize billions in value by optimizing complex operations with its Process Intelligence platform.

By combining MINT’s AI-driven workflow automation with Celonis’ Process Intelligence, we have created an end-to-end solution that optimizes advertising operations from start to finish. This partnership reduces waste, improves spend efficiency, and drives measurable ROI across the entire advertising process. In short, it brings together the best of campaign execution and Process Intelligence in one powerful package.

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2. Comprehensive Activity Logging & Traceability

One reason our integration is revolutionary is the data it captures. MINT’s automated workflows and AI agents ensure all campaign data is captured and standardized for Celonis. In practice, every user action in MINT is now logged with rich detail. Each logged action includes:

●     Action name – the type of action (e.g., create, edit, delete)

●     Contextual metadata – IDs for relevant entities (Company ID, User ID, Campaign ID, Buying Plan ID, Channel ID, Platform ID, Media Row ID, InsertionOrder ID & Version)

●     Timestamp – exactly when the action happened (for full traceability)

With this detailed activity log, Celonis gets and provides a complete picture of how our processes flow. Armed with a rich sequence of events, it can pinpoint improvement opportunities, financial bottlenecks, or compliance risks hidden in our workflows by analyzing every step. For technical teams, this means having a digital audit trail of every change; for marketing executives, it means unparalleled transparency into how campaigns are executed in real time.

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3. Improved Transparency & Faster Delivery

Thanks to the MINT–Celonis solution, we advertisers have a single source of truth for how campaigns run. This transparency means you can finally see where things are slowing down or falling through the cracks, and it eliminates the guesswork and silos that used to plague your marketing operations.

With Celonis Process Intelligence, advertisers identify bottlenecks that once delayed campaigns and then can fix them using MINT’s workflow automation. For example, if approvals are taking too long or vendor coordination is causing delays, those issues become immediately visible on the Celonis dashboard. You can then streamline those steps in MINT. The result is faster campaign delivery with far fewer holdups – you will be able to resolve bottlenecks in approvals, vendor hand-offs, trafficking, and reporting. Projects that once dragged on now move swiftly from planning to launch, because every stakeholder can see the status in real time and address issues before they escalate.

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4. Automated Workflows for Smarter Resource Allocation

Our integration is not just about speed – it’s also about working smarter. MINT’sAI-driven workflows can offload repetitive tasks from human teams, and Celonis helps us quantify those efficiency gains. You can track exactly how long tasks take when performed by AI agents versus people. If an AI agent can process an insertion order or generate a report in seconds, why have a person spend hours on it?

Celonis highlights opportunities to rebalance workloads based on this data. Perhaps an analyst is spending time on manual data entry that an AI could handle, or an AI might be under-utilized in a process where it could speed things up. With these insights, you can re-allocate work to the optimal resource, maximizing productivity. This approach not only accelerates execution but also frees your talent to focus on strategic, creative work. In fact, some marketing processes can now be handled up to 40% faster than before thanks to the combined power of automation and analysis.

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5. Closed-Loop Optimization with Real ROI Impact

Perhaps the most game-changing aspect of the MINT–Celonis partnership is the closed-loop cycle it creates. Insights discovered by Celonis do not just sit in a report – they trigger action. When Celonis flags an inefficiency or an improvement opportunity, you can implement the fix directly in MINT and then monitor the results. This tight integration closes the loop between insight and execution, enabling a culture of continuous optimization.

Instead of periodic process audits, you will now be able to improve constantly. Celonis feeds its findings right back into MINT’s execution layer, so the platform gets smarter and more efficient with each cycle. For example, if Celonis reveals an unnecessary approval step that is slowing down campaigns, you can automate or eliminate it in MINT and immediately see the positive impact. The results speak for themselves: by reducing waste and streamlining processes, Celonis’ clients have achieved tangible gains – such as up to 11% reduction in process costs – directly boosting marketing ROI.

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Advertising Resource Management meets Advanced Process Intelligence

The integration of MINT and Celonis is transforming marketing operations in a way that both technical stakeholders and marketing executives can appreciate. The five reasons above all point to a common outcome: faster campaign cycles, less operational waste, and smarter use of resources at every step.

Our partnership with Celonis is truly breaking new ground by bringing proven Process Intelligence mining techniques into the advertising realm and closing the loop from insight to action. For organizations looking to elevate their marketing operations, this collaboration offers a blueprint for how to achieve marketing excellence through data-driven efficiency and intelligent automation.

Ultimately, we are turning marketing processes into a self-improving cycle – and that's a breakthrough that promises to reshape the future of advertising workflows.

Download our one-pager to discover more on the MINT + Celonis solution.

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