As brands look to the future, how can their recent experience of being ultra-responsive help to develop a more agile business and marketing model? The answer lies in multi-faceted, multi-scenario planning to inform better decision making and enabling businesses to respond to future adversity.

Multi-scenario planning utilises data to narrow in on most likely scenarios and the outcomes of each, allowing businesses to respond to uncertainty.

Taking a fully agile approach to planning by adopting multi-scenario simulations can seem like a daunting task from the outset. But it is one that can create true, transformational change within a business and lead to a new operating model that sees lasting competitive advantage.

The result is the ability to move forward with defined routes in an agile and responsive plan that delivers board room and investor confidence. And perhaps makes the annual plan a relic of the past. Listen as Matt Andrew, partner and UK managing director at Ekimetrics speaks with senior managers at Ekimetrics, Sona Abaryan and Calin Panzar, about the role that data and analytics can play in overcoming uncertainty to drive business recovery and growth this year.

Ekimetrics is a pioneering global data science consultancy, enabling companies to build powerful data and analytics capabilities to drive marketing and business performance.

Recently named a strong performer in the 2020 Forrester Wave report for its marketing measurement and optimisation solutions, Ekimetrics helps brands unlock unique audience and market insights to drive efficiencies and return on investment.

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