Using Multitiered Causal Analysis to Improve Demand Forecasts and Optimize Marketing Strategy

Multitiered causal analysis (MTCA) enables consumer packaged goods (CPG) manufacturers to measure the impact of marketing on retail consumer demand and perform what-if analysis to predict and maximize future demand. This case study excerpted from the book Demand-Driven Forecasting, by Charles Chase of SAS, shows how one beverage manufacturer employed MTCA to improve its demand forecasts and optimize marketing strategy.