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.