Keen Launches Predictive Tool

In the US, Keen Decision Systems has launched the Keen Planning Module, a standalone media solution allowing companies to forecast outcomes, optimize investment strategies and develop media plans without the use of brand data.

Durham, NC-based Keen helps clients forecast, optimize and analyze their marketing investments, tying spend to financial outcomes. In 2024 it added an interpretative AI function to its platform, providing a comprehensive executive summary of a media plan in real time.

The new solution is built on Keen's Marketing Elasticity Engine, and allows agency teams to run dynamic scenario plans tailored to multiple KPIs. Users can toggle outcome goals and model multiple scenarios, ranging from conservative to aggressive, to find those offering the highest upside with the least risk.

The Module employs data points including revenue goals, media mix, seasonality and category, to simulate tailored media mix plans for any client - results are based on predictive elasticities, not reach curves or qualitative surveys.

VP of Partnerships Jesse Math (pictured) comments: 'Legacy planning tools rely on outdated reach curves built for a media world that no longer exists. Keen's standalone planning module empowers agencies to prescribe the right media mix, by channel, by week, and the performance outcomes each plan will deliver, all grounded in up-to-date performance insights built for today's rapidly evolving media landscape.'

The module functions at present as a standalone tool, but Math says the firm has a clear development path to add measurement, reconciliation, and ongoing optimization.

Web site: www.keends.com/platform/planning .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.