Scenario Planner

Make Smarter, Faster, and More Accurate

Media Planning Choices

CFOs expect to see precisely how individual marketing activities contribute to business outcomes. As a result, today’s marketers must be more data-driven and strategic in developing their media plans than ever before. The right media planning software can help companies identify which campaigns are performing to better allocate budget and improve ROI.

Assess Your Media Plan

With the Marketing Evolution Scenario Planner, you can create your annual media strategy and plan — directly driven by your data and results. Run “what if” scenarios that modify budget, target audience, KPIs and media mix to automatically generate a highly granular media plan, delivering more ROI. With this information, you can use the optimal amount of budget on the best channels for your target market.

With Scenario Planner, marketing teams will enjoy the following perks:

  • Develop a highly granular media plan
  • Create what-if scenarios for CFO confidence
  • Enhanced decision making
  • Gain peace of mind through data
  • Maximize ROI with the ideal media mix




Media Reporting 

Easy access to all of your cross-channel measurement in one place. Simply select a time frame you want to analyze and the KPI you want to measure against, and a taxonomy report using flexible date ranges is output so you can do your own analysis post-modeling. This is a simple, yet powerful reporting capability to review all of your media investments, media effectiveness, and media efficiency all in one report. The results can also be exported to a .CSV for further analysis and sharing across your teams and organization.

Frequently Asked Questions

Have a question you don’t see listed here? Contact us.
Q: What types of data does Marketing Evolution's Scenario Planner measure?


Scenario Planner uses both aggregate and log level consumer data to determine the best channels for your marketing budget. Through Scenario Planner, marketers can separate each channel for individual examination, then bring it all together in a comprehensive evaluation. This helps determine the media plan’s spending thresholds.

Q: What’s the difference between media planning and media buying?

A: Media planning and media buying are two critical steps in any media strategy. Media planning tools often help marketing teams research the best ways to reach a target demographic, including the best budget to set. Then, media buying refers to the process of acquiring that media for the desired price, and monitoring spend on an ongoing basis to ensure an appropriate budget. 

Q: How does Marketing Evolution ensure the quality of measurement and recommendations?

A: Marketing Evolution is the first marketing measurement solution to incorporate an extensive process for assessing and validating data quality, from data arrival to ingestion and consumption, ensuring accurate measurement and recommendations.

Optus Case Study
Melissa Hopkins Head of Marketing, Optus
At the macro level, our goal was to be able to optimise our total media investment towards business metrics including brand consideration, demand generation and sales - not just media metrics. 
Read the Case Study