digital marketing
By Carrie-ann | Oct 13, 2016 | Measuring results

How to forecast results

You’ve discovered the importance of measuring results, how to find out what you want to know and how to evaluate your findings, so now it’s time to focus on forecasting results. By gaining a clear understanding of your marketing performance, you can confidently forecast your business’ marketing trends and patterns.

Measuring results : a recap
Your aim when measuring the success of your campaigns should be to work out what works well for you and your audience, and what could be improved on, to further enhance your sales or popularity. Spending time considering what metrics to focus on and how to then analyse the data are huge steps in the process, and ones that should not be brushed over. Using this data to successfully plan ahead and anticipate any changes in the market is invaluable for any type of business.

A confident forecast
Though forecasting is said to be more of a science than an art, you can ensure that your forecasting is much more on point thanks to accurate data. With all of the facts and figures to hand and useful weekly, monthly and quarterly reports to consult, you can be sure that your expectations are realistic and measurable, and therefore be more aware of how you can beat your competitors. Forecasting is essential for any business, but confident forecasting can be a game-changer. With a confident process in place, you can help to control your business by anticipating any rises and dips, as well being prepared for potential risks or opportunities.

How to forecast
With forecasting, there are a few key things to consider. Firstly, forecasting should not be based on information that is only available to the business owner. The more you involve your managing team, the more respect they will have for you and the company, and they’ll also be more confident in the business’ ability to succeed. After all, if business is soaring, why not let everyone know?
In terms of detailing your forecast, you should choose what is most important to report and build upon, whether that be revenue, order numbers or another variable, and use this in your weekly updates as a sign of growth. You should ensure that you compare actual results to your ongoing forecasts too and pinpoint any inaccuracies that crop up. This allows you and the team to learn about the business and to identify which teams might need further assistance or motivation.

How can forecasting benefit my business?
By arming yourself with the correct information to confidently forecast your business’ ups and downs, you are giving yourself the power to naturally and healthily grow your business. The information that you analyse and aspire to reiterates what your company values the most, and gets you thinking about what more you could do to further improve your performance and stand out from competitors.