Product proliferation, large geographic markets with distinct demand patterns, and shorter product lifecycles have complicated the marketing and sales functions within enterprises in areas of revenue planning, demand fulfillment and pricing for short lifecyle products. Businesses with a large number of products/services (e.g. brands and SKUs in a grocery retailer) or those that have fewer products/services that undergo frequent changes due to short lifecyles (e.g. new VAS services or tariff plans in a telecom service provider) can use demand analytics in areas such as:

• Forecasting demand in the immediate future for each product/service in each distribution channel
• Identifying seasonality in purchases (if any)
• Estimating demand for products/services in order to prioritize sales efforts to meet quota
• Assessing the stage in the product lifecycle (early adoption, maturity, decline) for a product/service in order to price appropriately and introduce replacement products/services