Build simulations and forecasts to optimally plan marketing activities
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
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.
It is also possible to evaluate very granular scenarios , e.g.
Make sure your granular planning needs are well understood 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