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Segment Navigation & Settings

Segment Navigation & Settings

Segment Navigation

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Client admins can use the segment admin from the left hand navigation to review the full company hierarchy, including portfolio vs. single-segment designations, and navigate directly to any segment.

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Segment Settings

We define the specific details and parameters of each segment in the Segment Settings.

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Currently only Keen Admins can access these settings. If you’d like to review or edit these, please work with your dedicated team.

License

  • Segment Name: Name the segment to clearly identify it within the client's portfolio.

  • Segment Type: Single or Portfolio segment

  • Segment Mode: Keen Professional, Media Planning, or QuickStart

Configuration

Configuration settings impact various downstream calculations and platform defaults.

  • Fiscal Year End Month: Specify the month in which the segment's fiscal year ends. All years will be displayed and aggregated throughout the application according to this setting.

  • Currency: Specify the currency that the segment's financial data is reported in. Currently, only USD is supported

  • Discount Rate [Model Parameter]

    • Specify the discount rate used for calculating the present value of future cash flows. (The default is 8% per year.)

    • The discount rate is used to calculate future cash flows because it accounts for the time value of money. It reflects the opportunity cost of not investing the money elsewhere and the level of risk associated with the investment. It is expressed as a percentage and is used to determine the present value of future cash flows.

      • For example, let's say a company is evaluating a new product launch. They project that the product will generate cash flows of $100,000 in year 1, $150,000 in year 2, and $200,000 in year 3. The company's required rate of return is 10%. Using this discount rate, the present value of these cash flows would be calculated as follows:

        • Year 1: $100,000 / (1+0.10)^1 = $90,909

        • Year 2: $150,000 / (1+0.10)^2 = $122,640

        • Year 3: $200,000 / (1+0.10)^3 = $150,510

        • Total present value of cash flows = $363,159

      • By discounting the cash flows, the company can compare the value of the product launch today as opposed to the value of the cash flows in the future. This helps the company to make more informed decisions about whether to invest in the product launch or not.

    • This setting is used to calculate the present value of marketing performance.

  • Years of Long-Term Effects [Model Parameter]

    • Specify the number of years for which the long-term effects of a tactic will be considered in the model. (The default is all years.)

  • Factors Time Frequency: This setting allows you to specify the time-frequency of the factors used in the application to display data Monthly; Week Starting; or Week Ending. The setting here will be the aggregation of the factors home page and the default for model creation.

    • Week Start/End Day: This only appears if a weekly frequency is selected above. The setting here will be the aggregation of the factors home page and the default for model creation.

  • MEE Version (Marketing Elasticity Engine Version) [Model Parameter]

    • Specify the version of the Marketing Elasticity Engine that is used in the models.

    • All new models should use the default (current: MEE V3).

Context

  • Website

  • Industry [Model Parameter]: Select from the presets, or define a unique industry with the “Other” option. This setting is used when calculating Keen’s priors at the modeling stage.

  • Product/Service

    • Ex. Exercise equipment for home gyms

  • Geography

    • Ex. North America

  • Audience

    • Ex. Females 35-54 interested in fitness and wellness

  • Marketing Strategy

    • Ex. Consistent lower-funnel digital support with occasional mass media

  • Distribution Type [Model Parameter]: Online or Offline. Used when calculating Keen’s priors at the modeling stage.

Editing Parameters

If you wish to edit any of the model parameters, make the edit in the segment settings and then create a new model, or recreate the data snapshot for an existing model. Any changes to the model parameters will flow through to attached plans.