What data is needed to build the model?
Any that you have at your disposal. For example, for FMCG and pharma, this should traditionally be the sales of the brand and category, distribution, price, media activity of the brand and competitors, and the availability of promotions. It is good if there is additional Ad Recall data, if the communication message has changed over the previous years. And all this is monthly for 3 years, and, better, in general for 5 years. The more data, the more they are for a longer period of time – the more accurate the model is obtained.
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