About this paper
Demand shaping is commonly thought of in terms of demand manipulation. This paper provides an extended version of demand shaping that helps organizations understand the dynamics of both supply and demand. By combining an analysis of both supply and demand, you get much more complete answer to the issue supply-and-demand alignment. Through a more accurate picture of supply and demand, an organization that develops a demand-shaping effort will have a significant competitive advantage. To get you started, this paper presents two methods to take a more complete approach to demand shaping: scenario analysis and price/revenue optimization. In addition, the paper introduces a technical architecture that demonstrates how to incorporate data acquisition and preparation, advanced analytical techniques, and presentation and reporting of results to achieve optimal supply-and-demand alignment.