Forecasting and Market Analysis

Company Name: SMI

Faculty Advisor: Alkis Vazacopolous

Description:

Our client database captures and organizes the actual spend from the world’s largest media buying groups, as well as leading independents. The database offers detailed ad intelligence across all media types, including Television, Digital, Out-of-Home, Print, and Radio. Depending on the market, data can be broken down by unit cost, media owner, ad type, buy type, advertiser product category, and other dimensions. The database is used to determine media mix models, create competitive benchmarks, and gain visibility into pricing level data. The data also allow understanding marketplace trends on a product category level, and evaluation of sporting event ROI.

Team Responsibilities:

As part of the team, you will be responsible for:

Developing forecasting models to predict media market shares
Identifying trends in the market

Assisting investment in media market

Guiding the client towards the goal of improving database subscriptions and usage

Building an in-depth understanding of the advertising markets

Assisting businesses to shape advertising strategies

Team Qualifications:

The team members should have the ability to:

Develop forecasting models for media expenditures at multiple levels of aggregation for multiple time horizons

Use statistical and trend-based models to generate forecasts

Apply error analysis techniques to evaluate forecasts, validate data and improve forecasting

Summarize and aggregate forecasts to provide reporting to business partners

Understand inputs and explain variances between multiple demand scenarios

Provide support to the key client managers.

If you have any additional questions about this project description, please email Christina Sargiss at businessprojects@stevens.edu for support.