PREDICTIVE MARKET MODELLING

It would be very useful for managers to know that if they changed their pricing or advertising spending by a certain amount, that market share would change by some other known amount. Usually such predictive knowledge is difficult to come by.

The MSC has considerable experience in this type of predictive modelling. We use a variety of statistical techniques to derive market models. However, we also have an actively skeptical view of the usefulness of most models that are produced using standard industry techniques. This is because they do not predict forward - they predict backwards. Knowing what would have happened is not much use for a marketing manager. So we test the predictive ability of our modelling work on new data supplied by the client - to see if it really can 'predict forward'. Talk to us about your requirements, and we will be pleased to discuss our approach.

For further information on any aspect of Predictive Market Modelling, please click here.