Make you future plan projections more accurate

8 Forecasting techniques for Digital Marketing planning

Marketing Strategy and Planning Toolkit
This guide is part of a Toolkit with 6 other resources. Find out more?

Marketing Forecasting techniques for marketing planning guide

 Look Inside

About the Marketing Forecasting techniques for marketing planning guide

  • Authors: Digital Strategist Andrew Lloyd Gordon
  • Format: 14,000 word, 52 page A4 page PDF Ebook with illustrations and checklists

How will this guide help me and my organisation?

Marketing plans should help businesses compete in the future, yet the future is unknown since it is shaped by both long-term trends and one-off events. To help make marketing plans more effective, forecasting trends and modelling their impact through spreadsheets can help show the opportunity of potential for future leads and sales and minimise risk by more accurately forecasting.

We can improve future marketing budgets and plans if we use data and analytical tools to create well-considered forecasts. Credible forecasts can also help convince colleagues to invest in marketing if these forecasts are well-grounded on facts. This guide will show you  some of the best techniques available for creating forecasts for modern marketing plans, and so will help you create more accurate plans.

This guide focuses on techniques that quantify the opportunities to generate leads and sales online, so it is particularly aimed at creating plans for digital marketing or these parts of marketing plans.

Which marketing forecasting techniques does the guide cover?

There are very many forecasting tools and methods that we could look at to support forecasting. In this guide by digital strategist Andrew Lloyd-Gordon, we have been selective on the techniques which are most relevant to forecast plans given the impact of digital disruption. This guide is a briefing on 8 key techniques:

  • 1. Scenario Planning
  • 2. Competitor Benchmarking
  • 3. Review consumer Adoption of new technologies
  • 4. Understanding user intent from search behaviours
  • 5. Forecasting for digital marketing budgets
  • 6. Using Conversion Rate when setting budgets
  • 7. Budgeting for different types of site
  • 8. Attribution modelling

Who is this guide for?

In our experience, although budgeting is a key marketing activity, surprisingly few Marketing Managers generate marketing forecasts or understand their power.

This brief guide then is designed to help all those involved in marketing who are keen to support the change process in their organisation to make more use of digital marketing. This includes people such as:

  • Marketing Directors, Heads-of and Managers
  • Digital Marketing and Ecommerce Directors
  • Company Owners, CEOs and Financial Directors
Look Inside the Marketing Forecasting techniques for marketing planning guide

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Marketing Forecasting techniques for marketing planning guide includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Marketing Strategy and Planning Toolkit

The Marketing Forecasting techniques for marketing planning guide is part of Smart Insights Marketing Strategy and Planning Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 6 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Marketing Strategy and Planning Toolkit


Learn more about Expert Membership and get this (and other) toolkits

Instant access. Try it RISK-FREE