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Adobe Marketing Campaign Analytics Features

Marketing scenario planning and forecasting

Scenario planning and forecasting features enable marketers to evaluate trade-offs, anticipate performance and act on proactive insights that support faster, more effective investment decisions before and during campaign execution.

Proactive insights

Move from reactive reporting to forward-focused guidance with AI-powered insights that help you to anticipate performance, optimise spend and drive stronger business outcomes.

  • Live campaign insights. Performance insights across inflight campaigns are updated continuously, eliminating manual data exploration and reducing the risk of missed signals, while supporting forward-looking planning and more effective allocation decisions.
  • Goal-based planning. Define outcome-driven marketing goals and generate optimised spend recommendations that align budgets, timelines and channels — helping teams understand which goals are achievable and plan with greater confidence.
  • Marginal response curve visualisations. View marginal response curves per channel and across channels to anticipate spend efficiency and identify areas for reductions to improve ROI.
  • Predicted outcomes and granular breakdowns. Get forecasted business outcomes — such as revenue, ROI or order volume — in advance, based on recommended channel spend plans with granular weekly execution.
Two donut charts of budget and revenue results.

In-flight campaign optimisations

Improve live campaign performance by comparing actual ROI results against predictions, so teams can course correct early, protect returns and maximise impact while spend is still in market.

  • Continuous optimisation model. Support more precise mid-flight adjustments confidently with incrementality-driven insights to augment real-time performance monitoring, through always-on in-flight optimisation.
  • Real-time campaign conditions. Continuously ingest campaign spend and performance data to keep insights aligned to current conditions, enabling faster response to emerging inefficiencies and opportunities.
  • Forecast comparisons. Compare live performance against predicted outcomes to quickly identify deviations, validate assumptions and take immediate action to improve results.

Marketing plan builder

Enable forward-focused planning by giving marketers the flexibility to customise AI-driven scenarios tailored to their specific goals and budgets.

  • Plan parameters. Define core plan parameters — including flight dates, total budget, optional channel constraints, value and cost assumptions and the model used as the foundation for your plan.
  • Goal-Based Planning. Instead of building a plan based off of a budget, ask Adobe’s AI to build a marketing plan based on a conversion, revenue, CPA or ROI target.
  • Plan interface. Create, view, manage, duplicate or edit your plans within an intuitive, self-serve interface.
Software UI of marketing plan set up.
An AI marketing plan compared to a custom one.

Plan comparison

Proactively evaluate alternative marketing mixes across scenarios to understand expected impact and trade-offs — before a single dollar is spent.

  • Comparison dashboards. View selected plans side by side in a user-friendly interface that includes plan details, channel breakdowns, visualisations and forecasted results, making it easier to evaluate trade-offs and choose the plan that best supports your business goals.

Learn how to use marketing scenario planning features.

Find what you need in Experience League, our vast collection of how-to content — including documentation, tutorials and user guides.

Learn more

title
Quickly generate and compare marketing mix spending plans with ease.
CardDescription
Leverage the flexible scenario planning and forecasting tools within Adobe Marketing Campaign Analytics to accelerate confident, data-driven investment decisions.
cardDate
2026-04-20
cardImage
primaryTag
caas:content-type/product-page
Tags
caas:content-type/product-page, caas:products/marketing-campaign-analytics

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Marketer with channel contribution results and AI recommendation for future spend.