New product forecasting with pre-release buzz


14 February 2019 14:59
Graph showing google trends vs sales of Assassins Creed Video Game

A new working paper on predicting the adoption of new video games with Google Trends.

One of the challenges for many organisations is predicting the adoption of new products. With shorter life-cycle sales, more frequent releases of new products, companies often need to decide upon production scale and marketing expenditures before launch. This makes life-cycle sales forecasts crucial for decision making at various levels of the organisation. In a recent working paper, with colleagues at the Centre for Marketing Analytics and Forecasting at Lancaster University, we investigate new ways to improve pre-launch forecasts by using online search traffic.

The main managerial findings are summarised in this post, and the full working paper is available here.

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