MARKETING ANALYTICS

MBA/BBA/B.com / UGC Net

By
Dr. Anand Vyas
 Sales Forecasting
Simple Linear Regression & Multiple Regression
model to forecast sales
 Forecasting in Presence of Special
Events, Modeling trend and seasonality
 Ratio to moving average forecasting method
• A seasonal index computed by the ratios-to-moving-average
method ordinarily does not fluctuate so much as the index
based on straight-line trends. This is because the 12-month
moving average follows the cyclical course of the actual data
quite closel
 Using S curves to Forecast Sales of a New Product
• The product adoption curve,
often called an S-Curve, is a
useful concept so long as it’s
taken as an idea and not a rigid
concept. The S-Curve, usually
embodied as a logistic function
by those mathematically
inclined, shows slow growth at
first as early adopters try the
product, then growing mass
acceptance, and finally a
levelling off at market
saturation. This is just an idea,
though. There are likely to be
extra wiggles along the curve,
some up and some down.