Marketers are often thinking about Return on Investment (or at least they should be doing so). Unfortunately when it comes to trying to quantify the impact that a particular plan might have on future earnings, the gaps in their understanding of the challenge can start to show.
What marketers need is to clearly state their assumptions for how a future campaign might work, use past evidence as a basis for their projections then quickly share these plans and projections with others across the organisation.
By adopting these practices, marketers can really start to objectively think through the validity of their assumptions and plans and where necessary challenge them. Our forecasting technologies allow users to gather historic data then use this along with their insight to forecast future outcomes.
Using these processes, marketers can start to evaluate plans objectively and will start to select plans which will create greater value for their brands.