Trade promotion forecasting: the present and the near future
ToolsGroup
JANUARY 30, 2018
Trade promotion forecasting is difficult: getting it right involves factoring in many variables. Marketing people, who are often responsible for it, may excel at creating and running promotions. Forecasting demand data, not so much. This can leave supply chain professionals the tough job planning for, and responding to, promotions. To do this, the first hurdle is creating a good statistical baseline forecast.
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