Jesse Math from Keen Decision Systems joins AdTechGod to walk through how modern media planning is shifting from hindsight measurement to forward looking decision making. The conversation explores how brands can plan, forecast, and allocate budgets even without perfect data, using benchmarks, simulations, and iterative constraints to drive real business outcomes.
Takeaways
• Measurement should exist to inform future decisions, not just validate past performance
• Brands can plan effectively even without a full MMM or years of historical data
• Budget allocation becomes easier when starting from outcomes instead of channels
• Scenario planning allows teams to model growth without increasing total spend
• Running thousands of simulations quickly reveals where each marginal dollar works hardest
Chapters
00:22 Introduction to Keen Decision Systems and the focus on outcome based planning
01:40 Why measurement should guide what comes next, not just report the past
06:22 Planning without an MMM and meeting brands where they are
08:05 Using $35B in benchmarks to customize a planning baseline
11:42 Iterative planning starting from KPIs instead of preset budgets
13:45 Scenario planning for growth without increasing spend
15:47 Blending software with strategic guidance for new and growing brands
22:44 Turning planning into a continuous optimization loop
25:14 Connecting planning directly to channel level execution
26:24 The value of benchmark driven decision making at scale
