METHODS AND APPARATUS TO MANAGE MARKETING FORECASTING ACTIVITY
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United States of America Patent
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Dec 7, 2015
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Apr 20, 2012
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Abstract
Methods and apparatus are disclosed to manage marketing forecasting activity. An example method includes retrieving, with a processor, a vetted sales forecast of a marketing objective, a corresponding set of drivers, and historical control data of the set of drivers, calculating, with the processor, (a) a first probability of not adjusting the set of drivers to meet the marketing objective and (b) a second probability of adjusting the set of drivers to meet the marketing objective, the first probability and the second probabilities based on the historical control data, overlaying default confidence limits associated with the vetted sales forecast on a graphical display, and in response to an adjustment via a graphical user interface to at least one of the default confidence limits, adjusting a frequency of displayed alerts of the vetted sales forecast to prevent at least one of overestimation or underestimation of adjustment of the set of drivers based on (a) the first probability, (b) the second probability and (c) a cost of adjusting the set of drivers.
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