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BIAnalytix Tip Summary: Try to always include Forecasts on Reports.

Typical reporting from operational systems (traffic, sales, programming etc.) primarily displays the current state of the business transactions. When transactions are moved to a data warehouse this simple thought process could be (but should not be) replicated in the reporting that is provided from the warehouse. It is often only the very experienced executive who can interpret the current reporting to know if it will lead to business problems in the future. Often these executive decisions are based on gut or intuition of what may or may not be in the "pipeline". However, a media data warehouse and business intelligence system has the potential to provide much more powerful forecasting analysis. When forecasts are added to conventional media reports to display the projected outcome for revenue or avails, decision makers can then interpret the situation with more clarity earlier (with less "gut") so that changes can be made to influence (exploit or correct) the outcome.

There are many different models (formulae) that can be used for forecasting (predicting) future media business results. To at least some extent they all have a degree of uncertainty but they are nonetheless powerful tools for a smart executive. By showing a trending comparison between each forecast in the past and its actual final value, it is possible for decision makers to determine if the forecast has validity to a decision process. This trend analysis allows a decision maker to "score" the forecasts to evaluate and determine when it should be used for management decisions.

BIAnalytix is a data warehouse and business intelligence system from Decentrix which includes all the advanced tools necessary for powerful forecasts to be based upon past pacing performance and to include forecast trending comparison analysis for a powerful media BI system.

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