About the Centre for Marketing Analytics and Forecasting

The Centre for Marketing Analytics and Forecasting (CMAF) leads the field in applied forecasting research in Europe.

CMAF offers over 20 years of forecasting expertise. Founded in 1990 by past president of the International Institute of Forecasting (IIF) Professor Robert Fildes, also co-founder of the International Journal of Forecasting (IJF) and the Journal of Forecasting (JoF), it was the first centre to focus on forecasting research and practice. Today, with 20 members (7 senior members supported by 1 post-doctorate research assistants and 11 PhD students), CMAF hosts the single largest research unit dedicated to forecasting internationally.

As a non-profit-organisation, its objectives are to conduct applied research & consultancy projects with companies, to facilitate knowledge-transfer between academia and business, and to establish and disseminate best practices in methods, processes and systems. As a result, the centre is actively engaged in both international forecasting associations, IIF for academics and IBF for practitioners.

The centre offers services on the complete range of predictive analytics, from demand planning to market modelling, from statistical methods to artificial intelligence and from the public sector to corporations in telecommunications, fast-moving consumer goods, insurances and manufacturing.

CMAF has supervised copious corporate projects, disseminating best practices in methods, processes and systems to facilitate knowledge-transfer between academia and business. Projects often include the development of bespoke forecasting methods from statistics, econometrics and machine learning, the advancement of using expert judgment in forecasting, and the streamlining of forecasting processes with companies.

CMAF also holds strong ties with all leading forecasting vendors (SAS, BFS, Autobox), MRP/ERP and advanced planning software vendors, and often consults on their implementation. Despite this, CMAF remains independent and often supports companies in unbiased software selection, or the development of bespoke forecasting routines and software modules to complement existing systems, or in extending in-house proprietary systems, custom-made to the company-specific requirements of the planners, products and markets.