As we can't predict the future (yet), relying on past data to create forecasts is crucial: it'll help you get search volume estimations, trends, seasonality periods, that then in turn, can help you forecast fairly accurate performance KPIs and budget estimations. When it comes to forecasting, once you define the KPI that you want to prioritize, or the company wants the focus on, a three scenario forecast (low, mid, high investment-to-KPI performance) can be really helpful for decision makers, as they get to understand the consequences on performance on three different scenarios. Margin of error is then slightly reduced and acknowledged, because there are hundreds of factors in play when it comes to predictions.

Regularly compare forecasts with actual results to identify discrepancies. Analyze factors like audience behavior and market trends to refine your predictive models. Use clear visuals to communicate insights, fostering a culture of continuous learning and collaboration. This approach will turn data into actionable insights that drive your success!