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forecasting for growth

Market models and forecasting

Market models, forecasts and customer simulations help businesses identify places to invest, optimum price points, and to make forecasts about decisions and investments in markets and marketing.

Our forecasts and models are built using market research, market intelligence, statistical analysis and internal and external perspectives on the state of the market, for business planning and investment. Models and forecasts help crystallize thinking, create discussions and help set the direction for the business.

Market modelling is the process of building a picture of a market for forecasting and planning purposes. Models draw upon a combination of research, intelligence and internal knowledge, starting with a qualitative description of market structure and linkages, customer segments, buying cycles, core purchase drivers and identification of purchase preferences.

With quantitative data from research or market intelligence, demand forecasts, predictors for market share, and statistical models of purchase behaviour can be added to optimise product and marketing resources and to choose between different business options.

Big Data links patterns of behaviour with outcomes and can be combined with marketing experimentation such as A/B testing to model and also to validate forecasts against real world data to improve conversion, strengthen brand awareness, increase profitability or to increase sales.

Market models also strengthen internal perspectives of the market, providing tools for 'What if...?' type analysis to explore strategic and tactical options turning latent knowledge of the organisation into active perspectives about market places, customers and directions for the business.

For help and advice on market models and forecasting contact info@dobney.com

Market forecasting resources

Discussion articles on creating models of markets, forecasting, running experiments and experimental marketing, and using these to develop plans and forecasts to guide investment and planning.


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