Best Practice Report

Next-Generation Demand Modeling: Driving Toward Higher Precision

July 8th, 2019


Demand modeling is the process through which marketing uses a set of assumptions to predict demand volumes and associated costs. Traditional lead-based approaches to demand modeling cause inaccuracies that undermine marketing‘s credibility. Next-generation modeling focuses on demand units and accounts for optimal buying group size, volume of required interactions and associated costs.

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