Next Generation Demand Management: People, Process, Analytics, and Technology (Wiley and SAS Business Series) by Chase Charles W

Author:Chase, Charles W. [Chase, Charles W.]
Language: eng
Format: epub
ISBN: 9781119227380
Publisher: Wiley
Published: 2016-07-31T16:00:00+00:00

Figure 4.4 Most companies review their forecasts in a product hierarchy.

Figure 4.5 Globalization has made product hierarchies more complex.

Further escalation occurs as marketing departments segment their consumer base by ethnicity, channels of distribution, and purchase behavior. The resulting increased granularity has further complicated company product hierarchies. All this proliferation in business complexity has made it difficult not only to manage the data but also to process the data in a timely manner. As such, companies need more robust technology that can not only forecast up/down their complex business hierarchies but also apply more advanced statistical methods to capture and measure the effects of all the marketing activities used to generate demand. This new technology capability provides not only top-down and bottom-up overrides and reconciliation but also middle-out at any middle level in the business hierarchy. In fact, it has been found that on average middle-out overrides and reconciliation tend to be more accurate.

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