The Challenge: Balancing complex revenue planning
This premium travel platform faced a complex marketing challenge. They needed to balance awareness and conversion efforts while planning for seasonal, international, and commission-based revenue. The brand wanted to evolve from reactive spend analysis to proactive planning. They needed to align marketing investment with forecasted demand and seasonal goals.
The Solution: Unified data and high-fidelity forecasting
The brand partnered with Keen to transform their marketing approach. Using Keen’s platform, the team unified data from multiple paid media sources. These included Meta, search, social, programmatic, and affiliate marketplaces. The platform created a single high-fidelity forecasting model with low MAPE and high accuracy.
Together, they evaluated multiple 2025 plan scenarios. These included status quo vs. optimized and revenue-maximizing vs. profit-maximizing approaches.
The Results: Proactive decision modeling
The winning scenario forecasted substantial revenue growth and increased bookings. This outperformed historical approaches. The platform clarified where growth was driven by media versus market trends. This allowed the team to double down on high-ROI tactics and eliminate inefficient spend.
Today, the marketing team doesn’t just plan, they simulate, iterate, and invest with precision. With integrated insight from both direct and third-party booking data, they’ve refined seasonal campaign planning. They shifted to a continuous decisioning model that supports scalable growth.
Key outcomes achieved:
- High model accuracy and low MAPE
- Significant forecasted revenue growth with optimized spend
- ROI clarity across multiple tactics and plan scenarios
- Shift from post-hoc analysis to proactive decision modeling
- Refined focus on seasonal campaign planning to adapt to changing market conditions and optimize revenue generation
Ready to optimize your marketing mix?
Discover how Keen’s marketing optimization platform can help your brand achieve similar results. Schedule a demo to see how data-driven insights can transform your marketing ROI.
