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Reconciliation Report

Reconciliation Report

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Background

The Plan Reconciliation report closes the loop between planning/forecasting in the Keen Platform and in-market execution.

This feature ensures platform accountability with a clear, data-driven view into how Keen’s forecast held up against your actualized results:

  • Did performance meet expectations? Compare revenue & profitability projections side by side with actuals

  • Did we invest as planned? Pinpoint where spending, timing, or in-market activity levels varied, down to the tactic level.

  • Did market conditions shift? Assess how external factors influenced overall consumer responsiveness and tactic profitability.

Required Inputs

Review the pre-requisites for this report type here.

How To

Plan Reconciliation joins our Report Template lineup with predetermined panels, metrics, and instructional descriptions.

See it in action

  1. Initiate a Reconciliation in any of three ways:

    • Plans Page: choose the “Reconcile” option from the three-dot dropdown of any Plan.

    • Reports Page: choose the “Plan Reconciliation” option.

    • Home Page: click the “Reconcile Your Forecast” button. You must have a Published Plan for this button to be clickable.

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  1. Select the Updated Model you wish to reconcile your plan against. See requirements below.

  2. Confirm the time range to review.

Model & Plan Alignment

The Model to Reconcile Against dropdown will populate exclusively with Models that (a) overlap the selected Plan and (b) match the day of week starting/ending settings.

Example: Selected Plan runs from Jan-Dec 2024 and is built atop a week-ending Sunday model.

  • Model 1: Jan 2022 thru Sept 2024, Week-ending Sunday eligible for reconciliation

  • Model 2: Jan 2022 thru Sept 2024, Week-ending Saturday ineligible for reconciliation; week ending does not match the base model

  • Model 3: Jan 2022 thru Dec 2023, Week-ending Sunday ineligible for reconciliation; model does not overlap the plan

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Availability

This feature is currently available for single-segment models.

Interpreting Results

The Reconcilation Report provides a high-level overview of performance, then dives deeper into each of the key drivers of variance: tactical investments, execution timing, and the external environment.

We also offer AI Insights atop the report, to quickly get down to your brand’s specific insights.

Company Admins can further customize this template by saving it as a Company Template, using the new Reconcilation report type.

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Technical Notes

  1. Factor Alignment

    1. The report shows factors included in either model.

    2. If a factor has been renamed, the report uses the new name from the updated model.

  2. Categories of Change: Performance differences stem from two categories - data changes or model coefficient changes. This report focuses on the first category. Examples:

    • The plan activity and/or spend data is different from the actualized data. There may even have been new tactics unaccounted for. Very common.

    • The environment didn’t behave as expected. Very common.

    • Some portion of the historical data was restated.

Known Limitations & Planned Enhancements

  • To Refresh Factor Groups in a reconcilation report, you must re-run the updated model’s data snapshot. The “Refresh Factor Groups” dropdown will not work.

  • If the underlying assets of the report are fundamentally changed (i.e. the updated model start/end dates are changed) it will invalidate the Reconciliation report.

    • If your Plan/Model requires resimulation, the data will update accordingly.