What is Alli Planning?

Alli Planning is the AI marketing planning platform inside Alli, PMG’s operating system for business transformation. It includes five products: Audience Planner, Scenario Planner, Media Planner, Creative Labs, and Generative Dashboards. Together they let teams define audiences, model budgets, build media plans, test video, and track results from the same governed data.

Does Alli Planning replace our spreadsheets?

For media plans, mostly yes. Alli Media Planner gives plans a governed home with version history, approvals, and actuals mapped against the plan, which is hard to maintain in a shared spreadsheet. It doesn’t replace the rest of your stack. Alli works alongside the systems your business already uses.

What’s the difference between Scenario Planner and Media Planner?

Scenario Planner answers “how much should we spend, and where?” by modeling budget scenarios against sales and brand signals. Media Planner answers “how do we run it?” by turning the chosen budget into one governed plan across channels, tracked against actual spend. Most teams model in Scenario Planner, then build the plan in Media Planner.

How is Scenario Planner different from marketing mix modeling?

Most marketing mix modeling arrives as a periodic report, often after the budget conversation has moved on. Scenario Planner puts the modeling into an interactive environment, so teams test budget ideas before decisions are made. It also models brand equity signals alongside sales, which helps explain why performance shifts.

Does modeling replace strategic judgment?

No. Strategy still needs people. Alli Planning takes on the modeling, comparison, and data-pulling work that slows planning down, so strategists spend more time on calls that need judgment. The assumptions behind every scenario stay visible, which makes those calls easier to explain to finance and leadership.

We already have a CDP. Why do we need Audience Planner?

They do different jobs. A CDP manages the customers you already know. Audience Planner builds Live Personas from broad behavioral signals, showing how audiences are changing and letting you test ideas by talking to them. Used together, they give teams a view of both current customers and where the audience is heading.

Will creative testing make our work formulaic?

It isn’t built to. Creative Labs gives teams evidence to work from. It shows which features have supported performance for a given platform and objective, and what to keep or add. What to do with that is still a creative decision, made with better information.

What’s the difference between Creative Labs and Creative Insights?

Creative Labs, in Alli Planning, scores video before launch, so teams pick the strongest cut before spending media. Creative Insights, in Alli Intelligence, analyzes creative once it’s live, linking attributes to results and flagging fatigue. Labs helps you choose what to run. Insights tells you what’s working after it runs.

Why is Generative Dashboards part of Planning?

Because a plan is only as good as the reporting that tracks it. Generative Dashboards lets teams describe the view they need, or sketch it, and get an interactive dashboard on governed data. The questions that come up while a plan is running get answered without waiting in a reporting queue.

Where should a team begin with Alli Planning?

Start with the next budget decision that’s hard to defend. Model it in Scenario Planner, build the plan in Media Planner, and track it with Generative Dashboards. Once a team can explain one plan with real evidence behind it, adding Audience Planner and Creative Labs tends to follow.

AI planning platform

Alli Planning. Shape strategy around opportunity.

Alli Planning is the AI marketing planning platform inside Alli, PMG’s operating system for business transformation. Five products connect live audience insight, budget scenario modeling, media planning, creative testing, and reporting, so every plan starts from current evidence.

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Customer impact

200%

lift in brand preference among UAE investors

FXTM: read the story

1,000+

accounts integrated globally

Nike: read the story

110

partners aligned through a single, live launch view

Peloton: read the story

Evidence-based planning, defined

What is evidence-based marketing planning?

Evidence-based marketing planning builds a plan from current signals. Audiences are defined by how people behave now, budgets are modeled before they’re committed, creative is checked against real performance patterns before it runs, and the plan is tracked against actual results once spend starts.

Last year, plus a few points.

Most plans still start in a spreadsheet. Last year’s split gets adjusted by a few points.

An audience from a brief.

The audience comes from a brief, and the first real evidence arrives after the money is already spent.

Hard to explain.

When finance asks why the plan looks the way it does, the honest answer is often “that’s how we did it last time.”

Alli Planning puts the evidence in front of the decision. Audience, scenario, media, creative, and reporting work all draw from the same governed data foundation as the rest of Alli, so a plan can be explained, defended, and changed while there’s still time to change it.

The Alli Planning products

Five products. One connected plan.

Each product works on its own and compounds when your team uses them together.

Define · Alli Audience Planner

From static segments to Live Personas.

Alli Audience Planner is an audience planning platform that builds Live Personas from billions of behaviors across streaming, social, commerce, creators, and professional networks. You see who your customer is now, talk to that audience through Ask Alli, and pressure-test ideas before you spend.

For your teamPersonas flow into Media Planner and Creative Studio, so the audience carries into activation.

Explore Alli Audience Planner

Model · Alli Scenario Planner

Connect reputation to revenue.

Alli Scenario Planner is a marketing budget scenario planning tool. It pairs your historical sales data with current signals from Alli Brand Equity, so you can test a budget shift and see the likely revenue impact before you commit a dollar.

For your teamDiminishing-return curves show where more spend stops producing efficient growth.

Explore Alli Scenario Planner

Allocate · Alli Media Planner

One investment roadmap for every channel.

Alli Media Planner is cross-channel media planning software that replaces siloed spreadsheets with one governed workspace. Simulate budgets against historical benchmarks, align search, social, and programmatic in one view, and track the plan against actual performance from the first day of spend.

For your teamPlans are built around business outcomes, and variance shows up without manual reconciliation.

Explore Alli Media Planner

Test · Alli Creative Labs

Engineer performance before you launch.

Alli Creative Labs is a pre-launch creative testing tool for video ads. It scores each asset against 23 creative features and historical performance on the platform and KPI you choose, then tells you what to keep, what to add, and which variant to launch.

For your teamThe winning variant moves straight to Creative Studio to scale.

Explore Alli Creative Labs

Track · Alli Generative Dashboards

The dashboard that builds itself.

Alli Generative Dashboards is an AI dashboard builder inside Alli. Describe what you want to see, or start from a sketch, screenshot, or template, and it builds an interactive dashboard on governed data. Analysts can still add Python, SQL, or JavaScript when a view needs deeper logic.

For your teamInsights and summaries sit alongside the charts, so the plan’s questions get answered without a reporting queue.

Explore Alli Generative Dashboards

Why it matters

Why does connected planning matter?

When audience, budget, and creative decisions start from the same signals, plans are faster to build and much easier to defend. And when the plan stays connected to actual performance, teams can change course while the money is still in play.

Current audience evidence.

Live Personas reflect how people behave now.

Tradeoffs you can see.

Leaders compare budget paths and likely revenue before spend is committed.

Less creative guesswork.

Video is scored against real performance patterns while there’s still time to change it.

One plan, one version.

Budgets, flighting, and approvals live in one governed plan, tracked against actuals.

How it works

How does Alli Planning work?

Alli Planning follows the order a good plan gets built in.

Define
Alli Audience Planner defines who you’re reaching.
Model
Alli Scenario Planner models what the budget could return.
Allocate
Alli Media Planner turns that into one plan across every channel.
Test
Alli Creative Labs tests the video before it runs.
Track
Alli Generative Dashboards tracks how the plan performs.

The fragmented plan

Why spreadsheet and point-tool planning falls short

Most teams plan with spreadsheets plus a handful of separate tools: an audience research report, a periodic marketing mix model, a creative testing vendor, and a BI dashboard. Each one helps. None of them talk to each other, so the plan is only as current as the last time someone copied numbers between them.

	Spreadsheets	Separate point tools	Alli Planning
Audience	From the brief	Static research reports	Live Personas you can talk to through Ask Alli
Budget modeling	Last year plus a few points	Periodic MMM reports	Interactive what-if scenarios with brand and sales together
The plan itself	Many versions, many editors	Separate planning tool, if any	One governed plan with version control and approvals
Creative	Judged after launch	Separate testing vendor	Video scored before launch against 23 features
Plan vs actuals	Reconciled by hand	Exported and compared	Actuals mapped to the plan from the first day of spend
Reporting	Rebuilt every week	BI queue	Dashboards built from a sentence, sketch, or screenshot

Where to start

Which Alli Planning product do you need?

Start with the planning decision that’s hardest to defend today. Each one maps to a product.

If your team is struggling with…	Start with	Why
Audiences built from old research or a one-line brief	Alli Audience Planner	Live Personas from current behavior, which you can question directly
Justifying the total budget, or the mix between brand and performance	Alli Scenario Planner	What-if scenarios with brand and sales modeled together
Plans spread across spreadsheets, versions, and markets	Alli Media Planner	One governed plan, tracked against actual spend
Picking which video cut to run	Alli Creative Labs	Scores and ranks video variants before launch
Waiting weeks for the report that tracks the plan	Alli Generative Dashboards	Builds dashboards from a sentence, sketch, or screenshot

Talk to us about your next plan

Learn the concepts

Key concepts in Alli Planning

Browse the full glossary

Questions leaders ask about Alli Planning.

What Planning is, how it compares to the tools you have, and where teams start.

What is Alli Planning?
Alli Planning is the AI marketing planning platform inside Alli, PMG’s operating system for business transformation. It includes five products: Audience Planner, Scenario Planner, Media Planner, Creative Labs, and Generative Dashboards. Together they let teams define audiences, model budgets, build media plans, test video, and track results from the same governed data.
Does Alli Planning replace our spreadsheets?
For media plans, mostly yes. Alli Media Planner gives plans a governed home with version history, approvals, and actuals mapped against the plan, which is hard to maintain in a shared spreadsheet. It doesn’t replace the rest of your stack. Alli works alongside the systems your business already uses.
What’s the difference between Scenario Planner and Media Planner?
Scenario Planner answers “how much should we spend, and where?” by modeling budget scenarios against sales and brand signals. Media Planner answers “how do we run it?” by turning the chosen budget into one governed plan across channels, tracked against actual spend. Most teams model in Scenario Planner, then build the plan in Media Planner.
How is Scenario Planner different from marketing mix modeling?
Most marketing mix modeling arrives as a periodic report, often after the budget conversation has moved on. Scenario Planner puts the modeling into an interactive environment, so teams test budget ideas before decisions are made. It also models brand equity signals alongside sales, which helps explain why performance shifts.
Does modeling replace strategic judgment?
No. Strategy still needs people. Alli Planning takes on the modeling, comparison, and data-pulling work that slows planning down, so strategists spend more time on calls that need judgment. The assumptions behind every scenario stay visible, which makes those calls easier to explain to finance and leadership.
We already have a CDP. Why do we need Audience Planner?
They do different jobs. A CDP manages the customers you already know. Audience Planner builds Live Personas from broad behavioral signals, showing how audiences are changing and letting you test ideas by talking to them. Used together, they give teams a view of both current customers and where the audience is heading.
Will creative testing make our work formulaic?
It isn’t built to. Creative Labs gives teams evidence to work from. It shows which features have supported performance for a given platform and objective, and what to keep or add. What to do with that is still a creative decision, made with better information.
What’s the difference between Creative Labs and Creative Insights?
Creative Labs, in Alli Planning, scores video before launch, so teams pick the strongest cut before spending media. Creative Insights, in Alli Intelligence, analyzes creative once it’s live, linking attributes to results and flagging fatigue. Labs helps you choose what to run. Insights tells you what’s working after it runs.
Why is Generative Dashboards part of Planning?
Because a plan is only as good as the reporting that tracks it. Generative Dashboards lets teams describe the view they need, or sketch it, and get an interactive dashboard on governed data. The questions that come up while a plan is running get answered without waiting in a reporting queue.
Where should a team begin with Alli Planning?
Start with the next budget decision that’s hard to defend. Model it in Scenario Planner, build the plan in Media Planner, and track it with Generative Dashboards. Once a team can explain one plan with real evidence behind it, adding Audience Planner and Creative Labs tends to follow.

Alli Planning

Build strategy your whole business can stand behind.

Book a walkthrough and bring your next budget decision. We’ll show you how Alli Planning models it, plans it, and tracks it from the same data.

Book an intro Explore Alli Activate