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CoreForecast

The forecasting platform for evaluating the impact of the marketing mix’s primary variables on market results such as sales, market share, and penetration.

Find the answers to these questions.

Periodically, when setting the budget or evaluating commercial results, management has to update or modify the business forecast from their original objectives.

CoreForecast is the predictive model that offers dynamic support to media-marketing teams by helping answer questions such as:

  • given a budget, what levels of sales and market share will the brand obtain?
  • What opportunities can be exploited to improve marketing mix and resource planning within the same budget.
  • How much additional budget is necessary to meet higher objectives ( increase sales by an additional +5/10%)?

METHODOLOGY

The tool engine works on a series of formulas that define the decisional algorithms based upon the coefficients of elasticity obtained by another econometric model of the brand and its market.

For new product launches, the decisional algorithms are initially aligned with those of similar products / segments or with Core Analytics benchmarks. The system can then be further refined by integrating the results from pre-launch tests and other ad-hoc market research surveys conducted by the client.

Sales and Operation Planning System

CoreForecast takes into account all major variables affecting market results:

  • Price positioning
  • Promotions
  • Media support (budget, media mix, etc.)
  • Distribution (ex. number of points of sales)
  • Competitive conditions (number of players, media saturation, etc.)
  • Trends in the sector
  • Impact of seasons, macroeconomic factors, climatic conditions
  • possible effects of cannibalization within the product portfolio

In addition to business data and market share, the tool can also integrate factors such as brand awareness, brand penetration, new users, etc. producing consistent forecasts on the different business performance metrics.

COREFORECAST: THE ANALYTIC PLATFORM TUNED SPECIFICALLY ON EACH CLIENT COMPANY, INTEGRATING THE ASSUMPTIONS OF MARKETING MIX, INVESTMENT LEVELS, COMPETITIVE SITUATION AND MARKET TREND.

OUTPUT: FORECASTING BUSINESS RESULTS AND DRIVERS

CoreForecast is able to provide:

  • Accurate sales forecasts for a time frame of 6/12 months along with an analysis of the impact of each single driver;
  • Trend forecasts for medium/long term periods of 2/3 years;
  • Market share forecasts;
  • Projections of market penetration on the entire target or focus segments ( new users, weekly +) and of brand awareness.

BENEFITS: HAVE IN ADVANCE QUANTITATIVE INFORMATION, BASED ON A CLEAR ANALYTICAL PROCESS, WHICH ALLOWS RESULTS TO BE EASILY SHARED AT ALL COMPANY LEVELS TO CONFIRM OR IMPROVE MARKETING PLANNING.

Performance Analytics

ANALYSIS OF MEDIA-MARKETING ACTIVITIES

Strategy Analytics

DECISIONAL SUPPORT FOR STRATEGY

Forecasting Analytics

FORECASTING TOOLS FOR MARKETING

Consultancy

IMPROVE BRAND PERFORMANCE

Utility