Analytics portfolio

Simulation, forecasting and planning

Build simulations and forecasts to optimally plan marketing activities

The goal: predict future sales

Forecasting future sales in different scenarios is the core need in all planning and optimsation situations.

The main ingredient is based on the measured impacts of the business drivers described here

High level planning

Based on the measured impacts of business drivers, create optimisation scenarios by moving investments from less efficient to more efficient activities. Start with high level scenarios, e.g.

  • Increase price in product line X by 10%
  • Run Y promotions less per year
  • Increase communication in channel Z

Granular planning

It is also possible to evaluate very granular scenarios , e.g.

  • Detailed media plans
  • Planned sales activities
  • Projected price moves

Make sure your granular planning needs are well understood already when setting up the business driver model.

Effect simulation

Since the effect of each driver has been measured in the model, it is now possible to calculate the effect of the scenarios, including how much of the forecasted volume is due to each activity.

Boris Vaillant - Quantitative Consulting 17

QC 17