Data Challenges from Business Disruption – Solutions and Opportunities

Beginning in August 2022, MSI will broadcast each session from our 2022 Analytics Conference weekly on Tuesdays from 12:30-1:00pm ET. Attendees will be able to pose questions to be answered live. This event is open to corporate members. Please make sure to login to your account in order to register.

Econometric models for search trends offer a promising way to forecast future category demand. The first component is the construction of an index using multiple search terms. These terms should smooth out the noise in single search terms and accurately reflect the category. The index weights can be weighted to reflect historical category sales if available. The next component is the collection of explanatory variables, such as interest rates or covid-19 mobility data relevant to the category. The final component is developing an econometric forecasting model that predicts the future category demand. These forecasts enable marketers to time their campaigns to capture demand upticks and identify gaps between their own brand and category performance.