Learn the fundamentals of Forecasting for Catalog Circulation Planning
In this class on catalog circulation planning, industry veteran Gina Valentino shows you how to create a forecasting model and then segment it. This is a step-by-step tutorial that stars from scratch and shows you how to do each step. So even if you are not familiar with circulation planning or segmenting you will be able to see how it is done.
What is the importance of Forecasting?
Forecasting allows marketers to predict how changes in list, page count and other factors may impact the bottom line. Segmenting the forecast model makes the final analysis more accurate and allows marketers to see where they are likely to get the best results. If you increase your page count what increase in sales can you expect? If you reduce circulation how will you estimate the effects on profits? Should you treat prospects differently than customers? What about multi buyers? Are e-commerce customers more or less likely to buy when you increase page counts?
This is a beginner level course, but is also a good intermediate refresher. Gina shares industry norms and some good rules of thumb to get you started.