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 in a live environment and see the likely revenue impact before you commit a dollar.
Most marketing mix models arrive as a periodic report. By the time the results land, the budget is set, and the model can only explain the decision after the fact.
When a small data change moves the results a lot, nobody trusts the model enough to plan with it.
A model delivered after the budget is set can explain the decision. It can’t shape it.
A model that treats reputation as noise can push budget toward short-term response and away from what sustains growth.
What-if simulations forecast revenue from historical sales and live brand equity, with spend recommendations for every channel.
Set the forecast period, the channels, and the budget, and the forecast shows what the plan is expected to return. A recommended scenario shows the projected lift, and you can build on it in one click.
For your teamBudget conversations start from a modeled revenue case.
Brand equity sits inside the plan as its own tab. A stronger brand shows up as lower acquisition costs and a higher growth ceiling, and the signals that score the brand also shape the forecast.
For your teamBrand teams can show their effect on growth in the language finance uses.
Explore Brand EquityMinimum and maximum spend for every channel, with predicted revenue and ROAS, shows where each channel sits on its diminishing-return curve.
For your teamThe budget stops before a channel’s returns flatten.
What are diminishing returns?Rising Consumer Mindshare and Consumer Trust can make paid media more efficient, and the plan accounts for it.
Reputation raises the point where additional spend stops producing efficient growth, so the plan can push further.
Authority supports margin, so revenue growth doesn’t depend on discounting.
Today’s brand signals shape demand in the months ahead, so they belong in a forward-looking plan.
Who uses it
Make the case for the budget.
Justify an increase with a modeled revenue case, and show how brand investment supports performance.
See the assumptions behind every scenario.
Plan around forecasts that don’t swing every time new data lands, with the inputs to each scenario in plain view.
Spot saturation before you overspend.
Compare channel mixes before committing to a quarterly plan, and see where each channel’s returns start to diminish.
Show what reputation is worth.
Show how reputation affects acquisition costs and growth, and model the impact of a competitor’s move on your brand’s Trust before deciding whether to defend.
Every scenario splits into moves to make and what they’re worth, so the team can compare options with clear assumptions before money moves.
Channels to boost are sorted by the revenue they’re expected to add. Channels to trim show what each cut costs in revenue, and the total shows the lift if you make every move.
For your teamLeaders see the trade-off behind each move in one view.
Every forecast blends a media response model built on historical sales with a brand equity model built on current signals. A layered architecture keeps the forecast steady as new data lands.
For your teamFinance can plan around forecasts that hold up when the market moves.
Explore Media PlannerScenario Planner turns a budget question into a forecast you can compare, adjust, and take into the plan.
Choose the window you’re planning for.
Enter a total budget and choose the channels and platforms to include.
Get total predicted revenue for the scenario, compared with the previous period.
See spend by channel and platform. Lock a channel to hold its budget while the rest adjusts.
Test another scenario, and take the strongest one into Media Planner.
Two models work together. One estimates the direct revenue response to media spend. The other captures the longer-term value of the brand.
The brand signals come from Alli Brand Equity, built from what people search for, talk about, and buy. Explore Brand Equity
Marketing mix models and brand studies each explain part of the picture, usually after the fact. Scenario Planner puts both into a live environment you can plan in.
| Traditional MMM | Brand and sentiment studies | Alli Scenario Planner | |
|---|---|---|---|
| What it explains | Past spend against past sales | How people say they feel about the brand | Revenue impact of future budget choices, with brand in the model |
| Brand signals | Treated as noise | The whole focus, apart from revenue | Paired with sales in a dual-model approach |
| Timing | Periodic report, often months old | Periodic study | A live environment you can test in |
| Stability | Can swing when new data is added | Not applicable | Layered architecture built for steadier forecasts |
| Planning use | Read after the fact | Read after the fact | Compare scenarios before spend is committed |
Scenario Planner gives modeled estimates, with the assumptions in view, so teams can plan under uncertainty and defend the choice.
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Two-stage estimation is designed to reduce the instability common in traditional models, so forecasts stay steadier as data changes.
Lock a channel that’s contracted, committed, or protected, and see how the remaining budget should move around it.
The winning scenario carries into Media Planner, where it’s tracked against actual performance.
The ideas behind Alli Scenario Planner
How Scenario Planner models budgets, how it compares to MMM, and how teams use it.
Alli Scenario Planner is a marketing budget scenario planning tool. It pairs historical sales data with Alli Brand Equity signals in a dual-model approach, so teams can test budget shifts and channel mixes in a live environment and see the likely revenue impact before committing spend.
Traditional MMM usually arrives as a periodic report, can swing when new data is added, and treats brand as noise. Scenario Planner turns modeling into a live planning environment, uses a layered architecture designed for steadier forecasts, and includes brand equity signals alongside sales data, so it can account for why customers choose you.
A dual-model approach uses two models together. One estimates the direct revenue response to media spend by channel. The other captures the longer-term value of brand equity: Consumer Mindshare, Consumer Trust, Authority, and Stability. Combining them separates what media drove directly from what brand strength contributed.
Diminishing returns happen when each additional dollar in a channel produces less growth than the one before it. Eventually, more spend barely moves results. Scenario Planner uses diminishing-return curves to show where each channel sits on that curve, so teams can avoid oversaturating a channel and shift budget to where there’s room to grow.
Scenario Planner gives modeled estimates, and no model can guarantee an outcome. Its value is better planning under uncertainty: comparing options with clear assumptions before money moves. The layered architecture and two-stage estimation are designed to reduce the instability common in traditional models, so forecasts are steadier and easier to explain to finance.
Scenario Planner draws on the same brand signals Alli Brand Equity tracks: Consumer Mindshare, Consumer Trust, Authority, and Stability. Those signals are built from what people actually do, like searching for, talking about, and buying a brand, so the brand side of the model stays current.
Yes. You can lock a channel to hold its spend fixed while the rest of the scenario adjusts. That’s useful when a channel is contracted, committed, or strategically protected, and you want to see how the remaining budget should be allocated around it.
Start with the next budget decision that’s hard to defend, like a proposed increase, a cut, or a shift between channels. Model it against your current plan and compare the predicted revenue. Seeing one real decision play out in two scenarios is usually what convinces the room.
Book an intro and we’ll model your budget, show you where each channel sits on its curve, and show how your brand is shaping the return.