Case Synopsis

Cynthia Wright is a vice$-$president at Skyrose Marketing Agency $($Skyrose$).$ She is responsible for managing the company$$s clients from the beverage industry. As a result of recent success and rapid growth, Wright$$s team has become overwhelmed with a significant workload that ebbs and flows, varying drastically throughout the year. Wright wants to smooth the workload level to improve her team$$s morale. She also wants to remain attentive to her clients$$ needs, which can increase as peak holiday seasons approach.

Wright is considering using Google Trends to predict how popular certain beverage products will be in the future so that her beverage company clients can predict future sales volumes. Wright hopes that by forecasting proxy sales for three specific clients$$Vintage Vino, On the Rocks Whiskey, and Downtown Brew Co$.$she can gain key insight that will help her smooth the volume levels of her team$$s workload, without having a negative impact on her client relationships.

Assignment Questions

You will need to answer the following questions in your presentation.

$1.$ Why is Wright choosing to use Google Trends data? What insights can this data set provide to help her manage her team?

$2.$ Which months have the highest search volumes for each of the three key products: white wine, whiskey, and craft beer?

$3.$ Which modeling technique$/$s is$/$are most appropriate for the datasets?

$4.$ Forecast search volumes for each data set for $2016.$

$5.$ What do you forecast search volumes imply for Wright and hear team in $2016?$ What can she do to plan for the upcoming year, based on the findings from your recommended model$/$s$?$ Should she use Google trends in the future to optimize her team$$s workload?