Keen Plan
Build media plans that predict outcomes before you spend
Forecast performance and model scenarios with Keen Plan to make data-backed investment decisions.
Leading brands use Keen Plan
You can’t justify a marketing plan based on guesswork
Plans lack predictive ROI validation
Annual plans often rely on historical performance with no reliable view of future ROI outcomes.
Plan with predictive certainty
Generate plans using models that forecast revenue and ROI by channel before you commit your media budget.
Budgets ignore marginal revenue returns
Without channel-level insights, teams allocate budgets without knowing where each dollar drives the most lift.
Optimize with elasticity insights
Identify where to invest based on marginal returns to ensure every dollar drives maximum incremental revenue.
Strategy overlooks media investment decay
Traditional planning ignores media decay and channel interactions that influence conversions.
Model scenarios in seconds
Evaluate trade-offs and timing impacts across 100% of your mix to capture the true financial payoff of each campaign.
Forecasts fail under financial scrutiny
Finance views marketing as a cost when plans lack the transparency and accuracy they demand.
Win executive budget approval
Win boardroom approval with clean, explainable plans that link marketing strategy directly to the bottom line.
Plan, validate, and refine your media investment
Keen unifies data, scenarios, and results into a continuous loop, enabling faster planning, better allocation decisions, and continuous improvement.
Analyze
historical performance metrics
Audit previous media marketing investments to isolate incremental contribution. By quantifying how historical spend drove revenue, you establish the baseline truth required to build accurate plans.
Simulate
strategic investment scenarios
Model diverse spending levels with Keen Marketing Elasticity Engine. Build data-backed plans that distribute spend across your media mix to maximize future marginal growth.
Project
future business results
Transform selected scenarios into data-backed projections. Generate executive-ready projections, giving you the financial evidence to secure annual marketing budget approval.
Adapt
plans to reality
Compare your planned forecasts against actual media performance metrics. Close the loop by refining models in real time to adapt to shifting demand or evolving market conditions.
Predictive planning that drives measurable outcomes
Create profitable plans with Keen Plan
92K+ marketing
scenarios run
$92B+ in marketing budgets optimized using Keen models
25% average increase in incremental revenue
Annual planning software aligned with your business model
Validate your marketing strategy
Validate your marketing strategy
- Project ROI before committing your total annual budget.
- Optimize allocations with marginal return and elasticity insights.
- Justify investments with transparent, boardroom-ready performance forecasts.
Deliver predictive media plans
Deliver predictive media plans
- Model diverse scenarios to optimize strategic client budgets.
- Generate projections demonstrating high-impact agency planning value.
- Scale planning with automated MMM and predictive simulations.
Turn your media plan into a financial asset
See how Keen Plan shows where to invest across channels, so you can plan with clarity and hit your revenue targets.
Resources to help you master marketing planning
Frequently asked questions
What are media planning platforms?
Media planning platforms are centralized software systems that unify fragmented data into predictive models. With this type of solution, you can eliminate spreadsheet errors and data silos, providing the transparency required for complex, enterprise-scale marketing budget allocation. By automating the transition from “what happened” to “what to do next,” a media planning platform allows you to manage media investment with financial discipline.
What’s the difference between media planning software and marketing planning software?
The difference between media planning software and marketing planning software is that media planning provides a tactical blueprint for allocating ad budgets across specific channels, such as TV and digital. A marketing planning solution offers a broader strategic overview of the entire marketing mix, coordinating high-level goals, brand identity, and content strategy.
| Planning feature | Media planning software | Marketing planning software |
| Primary focus | Tactical ad distribution and channel selection | Strategic resource allocation and brand positioning |
| Core role | Operational blueprint for ad buying and execution | High-level coordination of goals and content |
| Scope | Budget allocation across paid media channels | Alignment of the entire marketing ecosystem |
How do media planning tools based on historical spend work?
Media planning tools based on historical spend work by auditing past advertising investments to isolate the relationship between spend levels and revenue outcomes. The audit establishes a baseline truth by separating organic sales from marketing lift. Identifying exactly where each dollar delivers the most incremental revenue enables these tools to build plans that maximize future growth.
How do planning solutions help prepare for market shifts?
Planning solutions like Keen Plan help prepare for market shifts by providing the agility to re-forecast instantly as conditions evolve. When the tool models what-if scenarios, teams can proactively adjust media strategies to protect margins and capture emerging demand. This high-fidelity simulation moves beyond static annual plans, allowing you to adapt your capital allocation with calibrated confidence during economic or competitive volatility.
How does Keen differ from traditional media planning tools?
Keen differs from traditional media planning tools by using our patent-pending Marketing Elasticity Engine to provide real-time, predictive insights. Unlike backward-looking systems or static spreadsheets, Keen’s Bayesian engine simulates future scenarios in seconds. Our method allows you to quantify the half-life of brand impact and channel interactions, ensuring every media budget allocation is mathematically defensible and optimized for future performance.
What do I need to start planning with Keen?
To start planning with Keen, you don’t need perfect or complete data. Our planning solution uses informed priors and a multiplicative elasticity framework to jumpstart modeling immediately. As you ingest weekly spend and revenue data, the engine updates those priors, strengthening precision over time.
How does Keen's media planning software help me choose between spend scenarios?
Keen’s media planning software helps you choose between spend scenarios by simulating thousands of potential outcomes to find your decisive advantage. Our engine provides calibrated confidence by quantifying the financial trade-offs between different investment levels. The Keen approach allows you to pinpoint the highest-impact spend for each channel, replacing doubt with a clear, data-backed path to reaching your revenue targets.
Keep learning about scenario-based planning.