What is Marketing Forecasting?

Marketing forecasting is the process of using historical data, performance metrics, and market research to project how future marketing campaigns are likely to perform. It helps estimate outcomes like revenue, customer acquisition, or engagement across specific channels and time periods. Forecasts are typically built around goals, past trends, and defined audience segments, giving marketing teams a forward-looking view of what to expect.

How Does Marketing Forecasting Work?

To build a forecast, marketers combine internal data—such as web traffic, conversion rates, and sales performance—with external sources like industry benchmarks or economic trends. Common forecasting methods include time series analysis, scenario modeling, and correlational analysis. The goal is to plan ahead with confidence, aligning campaign strategy and budget with the outcomes most likely to deliver results.