Needless to say, the diversified marketing opportunities within the digital world are endless. As a result, decision makers face uncertainty over designing the highest RMOI-delivering campaign strategy.

This uncertainty is reflected at all managerial hierarchical levels.

A CMO might face uncertainty over dividing the annual investment between traditional and digital media, A country marketing head can be doubtful on whether to spend more on product A or product B etc. – you get the idea.

The same story goes with sales teams which need to work in-line with marketing efforts.

Based on the efficiency of supply chain, stock at inventory, current marketing campaigns, environmental, social and various other influencing factors, teams have to pan out the upcoming promotional activities and also forecast future sales.