What Is Scenario Planner?
Scenario Planner is a active planning engine within Alli that optimizes media budgets using both performance data and brand demand signals.
Unlike traditional models that rely only on last click conversions and old data, Scenario Planner evaluates how brand health and revenue move together using almost realtime data. It then generates budget recommendations designed to balance short-term revenue performance with long-term brand growth.
It is not a static forecasting tool.
It is an adaptive planning system that recalculates based on live signals and defined constraints.
Who Should Use It?
Scenario Planner is built for teams responsible for making budget decisions that directly impact the KPI for the customer.
Client Strategy Teams
Use Scenario Planner to identify monthly optimization opportunities and ensure budget is allocated for maximum efficiency.
It helps you evaluate how shifts in spend across channels may impact projected revenue before changes are made. Whether you are increasing investment in a specific platform, reallocating across funnel stages, or locking in fixed spend commitments, the tool allows you to model the revenue impact and make confident, data-driven decisions.
Channel Leads
Use Scenario Planner on a weekly basis to respond swiftly to market changes and performance signals.
The model refreshes weekly using the latest performance data and brand signals. This allows you to adjust spend in a timely manner.
Quarterly Planning & Scenario Modeling
Scenario Planner can also be used for quarterly planning cycles.
You can test scenarios such as:
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Increasing investment in a specific channel
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Locking budget for contractual commitments
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Expanding or tightening optimization bounds
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Stress-testing aggressive versus conservative allocations
In each case, the system models projected revenue impact so strategy and channel teams can align on decisions backed by data rather than intuition.
When Should You Use It?
Use Scenario Planner when:
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Planning quarterly/ monthly or weekly reallocations
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Responding to shifts in brand demand or performance trends
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Evaluating trade-offs between upper- and lower-funnel investment
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Stress-testing different budget scenarios
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Applying new constraints or business priorities
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Preparing investment recommendations for leadership
It is especially valuable when revenue and brand demand trends are moving in different directions. That is often where risk or opportunity exists.
How Does It Work?
Scenario Planner follows a structured decision flow:
1. Brand Demand & Revenue Trends
At the top of the interface, you’ll see two trend lines:
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Blue: Brand Demand (composite signal of awareness and market interest)
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Green: Revenue that Alli is aware of.
The system evaluates how these move together on a weekly basis to detect alignment or imbalance.
2. Budget Recommendations
The engine generates optimized budget allocations based on modeled impact.
By default, recommendations fall within a ±10 percent range. This avoids extreme swings and ensures stability.
You can expand these bounds if your brand has the appetite for more aggressive reallocation. The model will immediately recalculate within the new limits.
3. Constraints & Controls
You can:
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Lock specific channel spend levels
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Set minimum or maximum investment caps
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Apply required budget floors
The system respects all constraints and optimizes around them.
4. Scenario Testing
Adjust assumptions.
Modify channel caps.
Stress-test aggressive or conservative strategies.
The tool recalculates dynamically to show the projected impact before you implement changes.
What You Gain
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Balanced revenue and brand-driven planning
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Data-backed budget decisions
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Reduced over-optimization toward short-term conversions
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Clear trade-off visibility across channels
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Defensible recommendations for leadership
Scenario Planner enables teams to move from reactive performance shifts to proactive, signal-driven allocation.