Challenges
- Collection of macro economic variables from various sites
- Alignment of variables from differing time periods
- Alignment of retail audit and household panel data
Solution
- Forecast macro economic variables using time series models (ARIMA, Holt winter, Exponential smoothing)
- Predict disposable income from macro economic variables
- Forecast category offtake from disposable income and past offtake taking into account seasonality, festival, distribution
- Predict brand sales from category offtake and other controllable factors
