OBJECTIVES 
        ■ needed to understand factors                          volume decomposition
           affecting volume performance 
                                                                quantified impact of each 
                                                                 factor
        ■ needed to quantify impact of each 
           factor                                               effects of short/long term 
                                                                 activities (promo, media)
        ■ possible forecast of immediate 
           future performance
                         Classes of Data
                                   Internal
                                           Sales by Subcategories
                                   Government
                                            economic indicators  ( GNP, inflation, P-$,  unemployment, etc)
                                            weather ( temperature, rainfall , humidity) 
                                   Competitive
                                            Retail Audit  
                                            Consumer confidence 
                                            Media TARP 
                                            Events/Promotions 
      APPROACH
                      Pre- analysis
                 Estimate of Base Volume
                   Volume Decomposition
                 Effect of Short term activities
                      Simulations
       PRE-ANALYSIS
              –  assigned dummy variables for events ( month         Group of  Indicators
                 of occurrence)
                                                                   Economy
                                                                   Weather
            applied data reduction technique to address               Humidity
             problem on short time series and                          Rainfall
              no. parameters > no. of observations                 Media
                                                                   Distribution
                                                                   Promotion
                                                                   Events
                 used principal components per group of 
                                                                   Pricing
                  indicators to come up with composite scores     
                                                                     Competitor Act.
         Predictive Analytics 
          All factors affect volume but of varying degrees
           Economy
           Weather
           Media
           Distribution         SALES
           Promotion
           Events
           Pricing
           Competitor Activities