Automatic Interpretable Retail forecasting with promotional scenarios

Abstract

Budgeting and planning processes require medium-term sales forecasts with marketing scenarios. The complexity in modern retailing necessitates consistent, automatic forecasting and insight generation. Remedies to the high dimensionality problem have drawbacks; black box machine learning methods require voluminous data and lack insights, while regularization may bias causal estimates in interpretable models. The proposed FAIR (Fully Automatic Interpretable Retail forecasting) method supports the retail planning process with multi-step-ahead category-store level forecasts, scenario evaluations, and insights. It considers category-store specific seasonality, focaland cross-category marketing, and adaptive base sales while dealing with regularization-induced confounding. We show, with three chains from the IRI dataset involving 30 categories, that regularization-induced confounding decreases forecast accuracy. By including focal- and cross-category marketing, as well as random disturbances, forecast accuracy is increased. FAIR is more accurate than the black box machine learning method Boosted Trees and other benchmarks while also providing insights that are in line with the marketing literature.