Build marketing investment forecasts

Business result

Versioned forecasts with visible uncertainty and measured error on later completed cohorts.

Next step

Build or update a report

Working output

Project brief

Unit of analysis

Forecast issue date × cohort × horizon × scenario

Decision owner

Finance and Marketing Analytics Lead

Reporting workflow

• Proposed reporting change: Create baseline and downside forecasts; backtest each as-of version on held-out periods.
• Specify who uses the report and which action each view supports.
• Agree metric definitions and row-level units before assembling the dataset.
• Reconcile a reference slice, then check filters and drill-downs.

Acceptance checks

• Actual and forecast outcomes are separate; every forecast has an issue date.
• Held-out error and uncertainty are reported by horizon.

Deliverables

• A dataset and report with reconciliation checks
• Agreed scope, source requirements, responsibilities and acceptance checks.
• A working brief for a readiness and delivery conversation, not a completed investigation.