DRNO - Daily Research News
News Article no. 38741
Published September 3 2025

 

 

 

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.

Jesse MathDurham, 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VP of Partnerships Jesse Math (pictured) comments: 'Legacy planning tools rely on outdated reach curves built for a media world that no longer exists.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 .

 

 
www.mrweb.com/drno - Daily Research News Online is part of www.mrweb.com

Please email drnpq@mrweb.com with any questions.

Back to normal version.

© MrWeb Ltd