Factors Overview
Understanding Factors in the Keen Platform
With your business context and financials in place, the next step is identifying the Factors—the measurable elements that explain why performance shifts over time.
Factors include marketing tactics, pricing, distribution, seasonality, and more. They’re the critical links between your inputs and financial outcomes, forming the core of every Keen model.
By using Factors, you can:
Pinpoint what drives performance—understand which elements matter most.
Quantify marketing’s impact—connect actions to measurable results.
Run scenarios—see how changes affect outcomes before committing.
Diagnose underperformance—identify and address issues early.
Refine your strategy—adjust based on ongoing trends and results.
In short, Factors transform your model from static data into a decision-making engine.
To get started, follow the Next buttons in the learning path below. For targeted help, explore the full Factors article index.
Section Index
- Factor Home Page — Managing your factor list and associated data from a central data repository.
- Factor Types — The three factor types that power your model.
- Factor Groups — Grouping your factors to manage them downstream in Plans and assess performance in aggregate in Reports.
- Adding, Editing & Deleting Factors — Building your factor list via upload or template
- Automated Seasonality Environment Factors — Automatically add select environment factors using pre-populated data.
- Using Monthly Seasonality Factors: Best Practices — Automatically add monthly indicators for seasonal businesses.
- Automated Seasonality Environment Factors — Automatically add select environment factors using pre-populated data.
- Factor Details Tabs — In-depth information about each factor, including its data, attributes, and settings.
- The Role of Factor Attributes — Learn how to select, customize, and optimize factor attributes—prioritizing volumetric measures and advanced settings to better connect activities to sales.
- Factor Categories — Description of common marketing channels , including examples.
- Portfolio Factors — Insights into how cross-effects work within portfolio segments, including portfolio tactics and halo impacts.
- Segment Halo Impacts