Forecasting Methods in Marketing

By Emily Pribanic - Last Updated on April 5, 2018
Forecasting Methods in Marketing

Marketing forecasting methods allow companies to better their products and overall business.

When companies use as many forecasting methods available, they not only improve their products or services, they also gain insights that allow them to make their company better.

Marketing forecasting models are excellent ways to predict customer preferences and apply new ways to stand out from competitors. Using practical forecasting models is the best way to get the most effective and comprehensive data to improve marketing efforts.

Forecasting Methods in Marketing

Buyer Surveys

Buyer surveys allow business owners to understand the buying intentions of their customers. Understanding these intentions allows companies to determine which of their products will sell better. Companies can obtain this information from surveys done on focus groups that target segments according to the description the company provides of their prospective buyers. Buyer surveys provide information about customer’s geographical distribution like their age, need for the product and the immediacy of the customers to embrace the product. These surveys also allow companies to understand the price range customers prefer.

Business Intelligence Tools

These tools help marketers understand customer preferences better. Many companies use customer relationship management tools to capture important information pertaining to customer wants. This information is analyzed by companies and used to make changes in their products. This information is also used to set more accurate sales goals for the sales team.

Sales Data

An excellent forecasting technique is for companies to use previous sales data to predict the future sales of their company. There are many predictive methods like statistical demand analysis, economic analysis, exponential smoothing and time series method that companies can use to help them determine the future demand for their products by customers. Analyzing sales data also provides companies with valuable information about what they need to change or improve on in their company to reach a wider audience and boost their sales.

Test Marketing

For companies, especially small ones, test marketing helps them to determine the responses of customers to their products better. With this sales forecasting method, companies sell low quantities of their product within a certain geographical location to assess the demand for that product. After this test period, the seller then takes stock to learn the movement of the product across different segments and locations within the area. This gives the company an idea of the demand for the product and lets them know the customer segments attracted to the product. With this information, the company can then more accurately launch the product to larger populations.

Leading Indicators

This analysis uses business and economic research to determine the trends in a company’s industry. This analysis determines if the industry is growing, although they’re not enough for a company to understand if their product will sell. Leading indicators are good for long-range business forecasting methods where growth estimates can be calculated based on changes. This analysis is excellent for well-established companies. This is because these companies already have established sales patterns. When companies use these sales patterns with leading market indicators, they’re better able to predict industry growth and future sales.

The importance of market forecasting for companies is great because forecasting allows the company to predict future sales, predict customer wants and needs, and allow the company to be better prepared for any changes that might happen in their industry. When companies use as many forecasting methods available to them, they will be able to create better products for their customers, reach a wider audience and can adjust to market fluctuations.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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