System and Method for Forecasting of Asset Marketing

A method for allocating marketing budgets to marketing assets, comprising the steps of:

• a. collecting forecasting data for the marketing assets, wherein the forecasting data comprises revenue and spend for the marketing assets;
• b. building at least one target variable revenue models for the marketing assets using regressional analysis of the collected forecasting data;
• c. adjusting seasonally the at least one target variable revenue model by building period variable revenue models for selected periods and adjusting the at least one target variable revenue model with the period variable revenue models;
• and
• d. allocating marketing budgets to the marketing assets based upon the at least one seasonally adjusted target variable revenue model.

A marketing asset forecasting system comprising:

• a. at least one internal server;
• b. a marketing asset forecasting server configured to communicate with the at least one internal server and at least one third party server and at least one network-enabled device, wherein the at least one internal server, third party server, and network-enabled device collect forecasting data, the marketing asset forecasting server comprising:
• i. a data compiler module configured to:
• A. identify needed marketing assets;
• B. identify the forecasting data associated with the identified marketing assets;
• and
• C. capture the identified forecasting data from the at least one internal server and the at least one third party server and the at least one network-enabled device;
• ii. a data vetting module configured to vet the captured identified forecasting data;
• iii. a model building module for building models of forecasts for the selected marketing assets from the captured identified forecasting data, the model building module configured to:
• A. create a target variable revenue model by creating a target variable revenue model for each marketing asset through the use of least squares regressional analysis;
• and
• B. combining each target variable revenue model for each marketing asset into a full term variable target model;
• iv. a seasonal adjustment module to seasonally adjust the full term variable target model, the seasonal adjustment module configured to:
• A. select a period for seasonal adjustment;
• B. create period variable revenue models for the periods, wherein creating the period variable revenue models further comprises making a period variable revenue model for each marketing asset using regressional analysis using a holdout method for each time period;
• and
• C. adjust the full term variable target model based upon the period variable target models;
• v. a forecast module for allocating the marketing budget to the marketing assets based upon the revenue model;
• and
• vi. a modifier module configured to allow adjustments to the allocation of the marketing budgets.