Bangalore, 30 July 2020 – Analytic Edge, a leading provider of marketing and sales analytics solutions, announced the availability of their new AI-driven Dynamic Forecasting solution to help brands more easily navigate business forecasting and planning challenges in a Covid-19 world.  The solution integrates the latest macro-economic, Covid-19, consumer and business data with a dynamic AI-driven forecasting process to continuously recalibrate results and improve forecast accuracy over time. This helps brands plan ahead and stay on top in the current constantly evolving business environment.


Analytic Edge’s Dynamic Forecasting solution leverages macro data like GDP, unemployment, weather and consumer confidence; Covid-19 data such as infection and recovery rates, government restrictions, mobility and traffic data, and public sentiment; as well as media, marketing and business data including pricing, availability and channel trends to build a forecast model using multiple AI-based algorithms. Forecasts are continuously recalibrated with the latest data and changes in trends, to improve accuracy and help business optimize planning for the short, medium and long term. Built-in automation allows the solution to be scaled across different brands, markets and channels with results taking the form of an interactive dashboard, where business planners can see current and recalibrated forecasts and can simulate new scenarios using different assumptions.


“The impact of the Covid-19 pandemic on businesses fits the classic VUCA framework where we see high levels of Variability, Uncertainty, Complexity and Ambiguity. Forecasting techniques that rely on historical data can no longer provide the right answers in this scenario” said Rahul Budhraja, Co-Founder and Managing Partner, Analytic Edge. “Our Dynamic Forecasting solution leverages AI, the latest data and human judgement to quickly adapt to ongoing changes and provide accurate forecasts.”


About Analytic Edge

Analytic Edge is an India and Singapore based analytics company that leverages technology and advanced analytics to help brands make data-based marketing decisions. Their flagship product Demand DriversTM is a Marketing Mix Modeling solution that analyses the historical relationship between brands’ marketing spend and sales performance and helps determine where and how to spend in the future. Analytic Edge works with clients across industry verticals such as consumer packaged goods, retail, financial services, travel and hospitality, healthcare and pharma, automotive and many others. The company has offices in India, Singapore, China, South Korea, Japan, Switzerland, Argentina, Brazil, Mexico and the US.

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