Recent times have witnessed businesses making grave strategic errors because of inaccurate industrywide forecasts in contexts ranging from market research or investments to competitive intelligence. While these inaccuracies in assumptions stemmed from a lack of efficient forecasting techniques, the companies started to realize how past data (related to sales or market growth) can be utilized to determine possible upcoming trends and extrapolate what could happen in the future.

As technologies emerge and industries evolve, gauging the present state of the market has become paramount. Zeta, however, gives more importance to understanding where the market is heading. In the light of the same, ZMP Forecaster allows omnichannel audience forecasting in the Audience Explorer.

Omnichannel Audience Forecasting

This feature is available in the Audience Explorer only for ZMP instances with the attribution flag enabled. Reach out to Support in order to learn more.

ZMP Forecaster allows you to analyze an estimate of the available programmatic inventory and in turn deliver media via the Zeta DSP. With that, you will have clear information regarding who you’re exactly targeting and what you’ll get out of it.

1. As you head on to the Audience Explorer and customize your desired audience by adding in the available filters, the Forecaster tab shows up on the right.

  • You can view the forecast for the last 7 days, 30 days, or 90 days by clicking on the respective subtabs.

2. Scroll down to see the entire forecast.

3. You can select your desired forecasting metrics by clicking on the action menu against the Programmatic section.

4. Download the forecast for the chosen time frame by clicking on the download icon on the right of the period subtabs.

  • This will open up a panel on the right revealing the downloading options.

The downloaded (or not) forecast given by the ZMP Forecaster will ultimately boost your confidence in each decision you make to ensure that it's the right one!