Sales Forecasting Methods & Techniques-2.ppt
- 1. Forecasting Forecasting “ “Prediction is very difficult, Prediction is very difficult, especially if it's about the future. especially if it's about the future.” ” Nils Bohr Nils Bohr
- 2. Objectives • Give the fundamental rules of forecasting • Calculate a forecast using a moving average, weighted moving average, and exponential smoothing • Calculate the accuracy of a forecast
- 3. What is forecasting? Forecasting is a tool used for predicting future demand based on past demand information.
- 4. Why is forecasting important? Demand for products and services is usually uncertain. Forecasting can be used for… • Strategic planning (long range planning) • Finance and accounting (budgets and cost controls) • Marketing (future sales, new products) • Production and operations
- 5. What is forecasting all about? Demand for Mercedes E Class Time Jan Feb Mar Apr May Jun Jul Aug Actual demand (past sales) Predicted demand We try to predict the future by looking back at the past Predicted demand looking back six months
- 6. Some general characteristics of forecasts • Forecasts are always wrong • Forecasts are more accurate for groups or families of items • Forecasts are more accurate for shorter time periods • Every forecast should include an error estimate • Forecasts are no substitute for calculated demand.
- 7. What Makes a Good Forecast? • It should be timely • It should be as accurate as possible • It should be reliable • It should be in meaningful units • It should be presented in writing • The method should be easy to use and understand in most cases.
- 8. Key issues in forecasting 1. A forecast is only as good as the information included in the forecast (past data) 2. History is not a perfect predictor of the future (i.e.: there is no such thing as a perfect forecast) REMEMBER: Forecasting is based on the assumption that the past predicts the future! When forecasting, think carefully whether or not the past is strongly related to what you expect to see in the future…
- 9. What should we consider when looking at past demand data? • Trends • Seasonality • Cyclical elements • Autocorrelation • Random variation
- 10. Some Important Questions • What is the purpose of the forecast? • Which systems will use the forecast? • How important is the past in estimating the future? Answers will help determine time horizons, techniques, and level of detail for the forecast.
- 11. Types of forecasting methods Rely on data and analytical techniques. Rely on subjective opinions from one or more experts. Qualitative methods Quantitative methods
- 12. Forecasting Models Forecasting Techniques Qualitative Models Time Series Methods Causal Methods Delphi Method Jury of Executive Opinion Sales Force Composite Consumer Market Survey Naive Moving Average Weighted Moving Average Exponential Smoothing Trend Analysis Seasonality Analysis Simple Regression Analysis Multiple Regression Analysis Multiplicative Decomposition
- 13. Qualitative Forecasting Methods • Delphi method Iterative group process allows experts to make forecasts Participants: decision makers: 5 -10 experts who make the forecast staff personnel: assist by preparing, distributing, collecting, and summarizing a series of questionnaires and survey results respondents: group with valued judgments who provide input to decision makers • Jury of executive opinion –Opinions of a small group of high level managers, often in combination with statistical models. – Result is a group estimate. • Sales force composite –Each salesperson estimates sales in his region. –Forecasts are reviewed to ensure realistic. –Combined at higher levels to reach an overall forecast. • Consumer market survey. –Solicits input from customers and potential customers regarding future purchases. –Used for forecasts and product design & planning
- 14. Qualitative forecasting methods Grass Roots: deriving future demand by asking the person closest to the customer. Market Research: trying to identify customer habits; new product ideas. Panel Consensus: deriving future estimations from the synergy of a panel of experts in the area. Historical Analogy: identifying another similar market. Delphi Method: similar to the panel consensus but with concealed identities. Advantages of Qualitative forecast: The mass of information (both quantifiable & unquantifiable) to come up with a prediction. Disadvantages : 1. There is no systematic way to measure or improve the accuracy of the forecast 2. There is a chance that the forecast may contain built in biases of the experts.
- 15. Quantitative forecasting methods Time Series: models that predict future demand based on past history trends Causal Relationship: models that use statistical techniques to establish relationships between various items and demand Simulation: models that can incorporate some randomness and non- linear effects Advantages of Quantitative Forecast: 1.One of the choice of independent variable is made, forecast are based only on their predetermined values. 2.There are ways to measure the accuracy of the forecast. 3.Once the models are constructed, it is less time-consuming to generate forecasts. 4.They have a means of forecasting point estimates/interval estimates.
- 16. How should we pick our forecasting model? 1. Data availability 2. Time horizon for the forecast 3. Required accuracy 4. Required Resources
- 17. Time Series: Naïve – Naïve • Whatever happened recently will happen again this time (same time period) • The model is simple and flexible • Provides a baseline to measure other models • Attempts to capture seasonal factors at the expense of ignoring trend data Monthly : data Quarterly : 12 4 t t t t Y F Y F 1 t t Y F
- 18. Time Series: Moving average • The moving average model uses the last t periods in order to predict demand in period t+1. • There can be two types of moving average models: simple moving average and weighted moving average • The moving average model assumption is that the most accurate prediction of future demand is a simple (linear) combination of past demand.
- 19. Time Series: Simple Moving Average In the simple moving average models the forecast value is Ft+1 = At + At-1 + … + At-n n t is the current period. Ft+1 is the forecast for next period n is the forecasting horizon (how far back we look), A is the actual sales figure from each period.
- 20. Example: forecasting sales at Kroger Kroger sells (among other stuff) bottled spring water Month Bottles Jan 1,325 Feb 1,353 Mar 1,305 Apr 1,275 May 1,210 Jun 1,195 Jul ? What will the sales be for July?
- 21. What if we use a 3-month simple moving average? FJul = AJun + AMay + AApr 3 = 1,227 What if we use a 5-month simple moving average? FJul = AJun + AMay + AApr + AMar + AFeb 5 = 1,268
- 22. What do we observe? 1000 1050 1100 1150 1200 1250 1300 1350 1400 0 1 2 3 4 5 6 7 8 3-month MA forecast 5-month MA forecast 5-month average smoothes data more; 3-month average more responsive
- 23. Time Series: Weighted Moving Average We may want to give more importance to some of the data… Ft+1 = wt At + wt-1 At-1 + … + wt-n At-n wt + wt-1 + … + wt-n = 1 t is the current period. Ft+1 is the forecast for next period n is the forecasting horizon (how far back we look), A is the actual sales figure from each period. w is the importance (weight) we give to each period
- 24. Why do we need the WMA models? Because of the ability to give more importance to what happened recently, without losing the impact of the past. Demand for Mercedes E-class Time Jan Feb Mar Apr May Jun Jul Aug Actual demand (past sales) Prediction when using 6-month SMA Prediction when using 6-months WMA For a 6-month SMA, attributing equal weights to all past data we miss the downward trend
- 25. Example: Kroger sales of bottled water Month Bottles Jan 1,325 Feb 1,353 Mar 1,305 Apr 1,275 May 1,210 Jun 1,195 Jul ? What will be the sales for July?
- 26. 6-month simple moving average… In other words, because we used equal weights, a slight downward trend that actually exists is not observed… FJul = AJun + AMay + AApr + AMar + AFeb + AJan 6 = 1,277
- 27. What if we use a weighted moving average? Make the weights for the last three months more than the first three months… 6-month SMA WMA 40% / 60% WMA 30% / 70% WMA 20% / 80% July Forecast 1,277 1,267 1,257 1,247 The higher the importance we give to recent data, the more we pick up the declining trend in our forecast.
- 28. How do we choose weights? 1. Depending on the importance that we feel past data has 2. Depending on known seasonality (weights of past data can also be zero). WMA is better than SMA because of the ability to vary the weights!
- 29. Time Series: Exponential Smoothing (ES) Main idea: The prediction of the future depends mostly on the most recent observation, and on the error for the latest forecast. Smoothi ng constant alpha α Denotes the importance of the past error
- 30. Why use exponential smoothing? 1. Uses less storage space for data 2. Extremely accurate 3. Easy to understand 4. Little calculation complexity 5. There are simple accuracy tests
- 31. Exponential smoothing: the method Assume that we are currently in period t. We calculated the forecast for the last period (Ft-1) and we know the actual demand last period (At-1) … ) ( 1 1 1 t t t t F A F F The smoothing constant α expresses how much our forecast will react to observed differences… If α is low: there is little reaction to differences. If α is high: there is a lot of reaction to differences.
- 32. Example: bottled water at Kroger Month Actual Forecasted Jan 1,325 1,370 Feb 1,353 1,361 Mar 1,305 1,359 Apr 1,275 1,349 May 1,210 1,334 Jun ? 1,309 = 0.2
- 33. Example: bottled water at Kroger = 0.8 Month Actual Forecasted Jan 1,325 1,370 Feb 1,353 1,334 Mar 1,305 1,349 Apr 1,275 1,314 May 1,210 1,283 Jun ? 1,225
- 34. Impact of the smoothing constant 1200 1220 1240 1260 1280 1300 1320 1340 1360 1380 0 1 2 3 4 5 6 7 Actual a = 0.2 a = 0.8
- 35. Advantages of Moving Average Method Easily understood Easily computed Provides stable forecasts Disadvantages of Moving Average Method Requires saving lots of past data points: at least the N periods used in the moving average computation Lags behind a trend Ignores complex relationships in data Summary of Moving Averages
- 36. Comparison of MA and ES • Similarities – Both methods are appropriate for stationary series – Both methods depend on a single parameter – Both methods lag behind a trend – One can achieve the same distribution of forecast error by setting: = 2/ ( N + 1) or N = (2 - • Differences – ES carries all past history (forever!) – MA eliminates “bad” data after N periods – MA requires all N past data points to compute new forecast estimate while ES only requires last forecast and last observation of ‘demand’ to continue
- 37. Impact of trend Sales Month Regular exponential smoothing will always lag behind the trend. Can we include trend analysis in exponential smoothing? Actual Data Forecast Trend Analysis What do you think will happen to a moving average or exponential smoothing model when there is a trend in the data?
- 38. Trend Analysis Trend is the long-term sweep or general direction of movement in a time series. We’ll now consider some nonstationary time series techniques that are appropriate for data exhibiting upward or downward trends. Seasonality Analysis adjustment to time series data due to variations at certain periods. adjust with seasonal index – ratio of average value of the item in a season to the overall annual average value. example: demand for coal & fuel oil in winter months.
- 39. Linear Regression in Forecasting Linear regression is based on 1. Fitting a straight line to data 2. Explaining the change in one variable through changes in other variables. By using linear regression, we are trying to explore which independent variables affect the dependent variable dependent variable = a + b (independent variable)
- 40. Example: do people drink more when it’s cold? Alcohol Sales Average Monthly Temperature Which line best fits the data?
- 41. The best line is the one that minimizes the error bX a Y^ The predicted line is … So, the error is … ^ Y - yi i i ε Where: ε is the error y is the observed value Y^ is the predicted value
- 42. Least Squares Method of Linear Regression The goal of LSM is to minimize the sum of squared errors… 2 Min i
- 43. What does that mean? Alcohol Sales Average Monthly Temperature So LSM tries to minimize the distance between the line and the points! ε ε ε
- 44. Least Squares Method of Linear Regression Then the line is defined by x b y a 2 2 x n x y x n xy b bX a Y
- 45. How can we compare across forecasting models? We need a metric that provides estimation of accuracy Forecast Error Forecast error = Difference between actual and forecasted value (also known as residual) Errors can be: 1. biased (consistent) 2. random
- 46. Measuring Accuracy We need a way to compare different time series techniques for a given data set. Four common techniques are the: Mean Absolute Deviation, Mean Absolute Percent Error, Mean Square Error, Root Mean Square Error. MAD = Y Y i i i n n 1 MSE = Y Y i i i n n 2 1 MSE RMSE n i i i i n 1 Y Ŷ Y 100 = MAPE • We will focus on MSE.
- 47. RMSE("new" model) U = RMSE("no change" model) U > 1 worse than "no change" model U = 1 as good as "no change" model U < 1 better than "no change" model Theil’s Inequality Coefficient (U)
- 48. Measuring Accuracy: MFE MFE = Mean Forecast Error (Bias) It is the average error in the observations n F A n i t t 1 MFE 1. A more positive or negative MFE implies worse performance; the forecast is biased.
- 49. Measuring Accuracy: MAD MAD = Mean Absolute Deviation It is the average absolute error in the observations 1. Higher MAD implies worse performance. 2. If errors are normally distributed, then σε=1.25MAD MAD = Y Y i i i n n 1
- 50. THE END