Keen Decision Systems Unveils Keen Planning Module
Built on Keen’s Marketing Elasticity Engine, the Keen Planning Module equips agency teams to run dynamic scenario plans tailored to multiple KPIs, from revenue and margin to leads, traffic, and customer acquisition.
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Keen Decision Systems has announced the launch of the Keen Planning Module, a standalone media planning module that empowers agencies to forecast outcomes, optimise investment strategies, and confidently recommend media plans – without needing brand data.
Built on Keen’s Marketing Elasticity Engine – incorporating $36 billion in media spend, measured and optimised for incremental performance – the module equips agency teams to run dynamic scenario plans tailored to multiple KPIs, from revenue and margin to leads, traffic, and customer acquisition.
At launch, the offering is being used by a consortium of industry leaders, Wpromote, Code3, MissionOneMedia, Junction37, Crispin, Exverus by BrainLabs and BirdDog.
Janna Navarro, VP of Brand & Media Strategy, Wpromote, said, “When our clients are stepping into new channels or looking to scale, we need to be able to move quickly with confidence.”
“Keen helps us pressure-test media plans and model different outcomes, which works hand in hand with the proprietary insights we get from Polaris. It’s a powerful combo that supports smarter, faster decision-making.”
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Keen Planning Module draws on brand metadata points, including revenue goals, media mix, seasonality, and category, to simulate tailored media mix plans for any client.
Agencies can evaluate optimal mix, spend level, and flighting strategy, with each recommendation grounded in predictive elasticities, not reach curves or qualitative surveys. The tool will launch with over 100+ channels, platforms, tactics, and publishers available for analysis.
“Legacy planning tools rely on outdated reach curves built for a media world that no longer exists,” said Jesse Math, VP of Partnerships at Keen.
“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.”
Unlike traditional MMM tools, the Keen Planning Module requires no brand-side data or client onboarding, making it ideal for pitching new clients, onboarding brands without existing data models, scenario testing across business objectives, and highlighting upsell opportunities by simulating “what-if” investment paths.
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Users can toggle outcome goals and model multiple scenarios, ranging from conservative to aggressive, to demonstrate which strategies offer the highest upside with the least risk.
Ernest Meadows III, EVP Head of Media Planning, MissionOne Media, said, “We’re laser-focused on building plans that deliver real business impact and media efficacy—not just impressions and eyeballs.”
“We are thrilled to partner with Keen on game-changing solutions for MissionOne Media to use in helping our clients scale with soul.”
The tool accounts for interaction effects across channels, enabling users to understand how tactics like CTV amplify paid search, or how upper-funnel spend influences lower-funnel conversion.
Additionally, Keen’s approach to benchmarks goes beyond basic peer sets. The module considers each brand’s revenue tier, channel mix, goals, and seasonality to generate custom elasticities instead of relying on static norms.
Math added, “While Keen Planning module functions as a standalone tool today, it also offers a clear on-ramp to measurement, reconciliation, and ongoing optimisation – providing agencies with long-term value beyond the planning phase.”
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