CI professionals know that having a detailed understanding of their future competitive landscape is essential to build a winning strategy. In January 2017, a survey asked market and competitive insights leaders ‘What does best in class market forecasting look like?’. This highlighted four particular challenges:
1. How do I inject data analytics into the forecasting process?
2. How can I be confident that a ‘trend’ isn’t a one off, but here to stay?
3. How do I understand new markets where we have limited knowledge?
4. How do I deal with change & unknowns (new entrants)?
This webinar will answer these questions and share forecasting best practice with the SCIP UK community. During this webinar we will show you how to forecast complex market dynamics by providing tools and techniques that you can start using in your business straight away. This will cover scenario planning, research methods, decomposition forecasts, diffusion modelling and market mapping. The session will also provide an opportunity for you to ask questions about the challenges that your team faces.
As a result of this webinar, you should be able to review your current forecasting activities and implement best practice improvements. This will ensure that you are able to identify the right markets and the right products to invest in, support increased sales volumes, reduce costs and achieve better company-wide strategic alignment.
Jonathan Davenport, Head of Market Analysis, Milner Strategic Marketing
Jonathan leads the Market Analysis team at Milner. Jonathan’s expertise lies in building bespoke market forecast models which are used to understand market dynamics, including customer buying behaviour and competitor strategies. He also specialises in strategy development, using his extensive knowledge of tools and theory to develop robust market-driven strategies. He has a strong business to business sales and marketing background, developed over 14 years working across the energy, telecoms and bio-tech industries.
Jonathan is a Chartered Marketer and Member of the Chartered Institute of Marketing. He holds the Professional Postgraduate Diploma from Cambridge Marketing College and won the prestigious Elijah Hepworth Memorial Prize when he graduated with a BSc in Technology and Management