Scenario planning and optimization: Maximize growth with data-driven decisions, expert guidance

Scenario planning and optimization capabilities empower marketers to build, evaluate, and improve their investments. They enable you to bridge the gap between hindsight and foresight, transforming analytical insights into a forward-looking, optimized plan that maximizes growth. At Gain Theory, we combine proprietary technology with human expertise to ensure your investments are not just evaluated, but continuously improved.

Gain Theory’s differentiated approach to scenario planning and optimization

Our scenario planning and optimization capabilities are powered by decision-making platform Gain Theory Interactive (GTI) and supported by our expert consultants. GTI goes beyond theoretical models, mirroring the complexities of your business to deliver practical, actionable recommendations across four mission-critical tasks:

Fixed budget optimization

Determine the optimal allocation of a fixed marketing budget across all available levers to maximize a chosen KPI, such as revenue, profit, or customer acquisition.

Planning

Understand the business impact and expected returns of an existing or proposed marketing plan.

Budget adjustments

Model the impact of adding or cutting budget from a plan and re-optimizing the allocation to maintain the highest possible efficiency.

Goal-seeking

Determine the precise budget required to achieve a specific business objective or KPI target.

Unlike other tools, GTI mirrors the complexities of your business, ensuring recommendations are practical and actionable. It allows you to:

Incorporate crucial business constraints, such as media inventory limitations, partner budget floors and ceilings, and pre-existing contractual commitments.
Layer in forward-looking assumptions, adjusting for anticipated changes in media costs, inflation, or new competitor entry.
Enable seamless collaboration across global and local teams, allowing for iterative planning and shared decision-making.
Optimize across a comprehensive hierarchy of variables, including:
- Geographies (national to DMA-level)
- Portfolio (brands, sub-brands, SKUs)
- Campaigns and Tactics
- Channels and Partners
- Time (weekly flighting and phasing).

We offer two distinct but integrated scenario planning and optimization modules:

Cross-channel

Fueled by the strategic, long-term insights of our core MMM solution.
In-channel

Leverage the granular, near-real-time results of Sensor™ for tactical optimization.

Transform planning into a strategic capability

Scenario planning and optimization are indispensable tools for any marketer. We enable you to move beyond static reports and collaboratively explore possibilities, quantify the impact of their decisions, and confidently build data-driven plans that maximize value and drive sustainable business growth.