Based on a model to measure business drivers, build simulations and forecasts to optimally plan the use of marketing activities
Forecasting future sales in different scenarios is the core need in all planning and optimsation situations
Having measured the impact of the main business drivers, it is easy to create optimisation scenarios by moving investments from less efficient to more efficient activities. Typically, this then takes the form of high level scenarios, e.g.
It is also possible to evaluate very granular scenarios , e.g.
Note: It is best to understand the concrete planning and simulation needs already when setting up the business driver model.
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