Buying Units in the ATAR Forecast Model

What is a “buying unit” in the ATAR forecasting model? The starting point in the ATAR forecast is the number of buying units, which is sometimes a misunderstood term. Unfortunately, some marketing students confuse the term “buying units” with “sales units” (or number of units purchased). However, these two terms are completely unrelated and could … Read more…

ATAR Formula

The ATAR Forecasting Model Formula The ATAR forecasting model is generally used to help marketers forecast sales volumes, sales revenue and profit contribution – primarily for new products, but it can essentially be used for any marketing campaign or project. The letters in the ATAR model stand for A = Awareness T = Trial A … Read more…