“It’s always easier to do business if you already know what’s going to happen.”
This playful phrase recently became a mantra within the marketing team at the global life science company Bayer.
Bayer’s consumer health marketing team used this phrase as inspiration to create a forecasting model to, in essence, try to predict the future.
Specifically, the team wanted to predict cold and flu search trends around the world to help reach people with the right products to alleviate their…