Taking the guesswork out of budgeting

This article explains how risk assessment techniques can be applied to market budgeting. Econometric analyses, however accurate, cannot predict what will happen, so its use must be based on informed guesswork.

Taking the guesswork out of budgeting

Karl Weaver and Paul Dyson

Most companies will have some sort of structured process for setting the marketing budget. As a business Data2Decisions has worked with many clients to design and implement such processes, often...

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