What if simulation for a Brazilian company regarding marketing budget

Diogo André PINTO


The article research is a case study regarding how to design the marketing budget for a small Brazilian company that started the activity one year ago. Taking into account the data that we gather, we decided to use What-if simulation. The case study is a simplified model representation of a company, adjusted according to the data that is released as target for the following year. In practice, the formulation of a scenario allows the construction of a hypothetical world that the analyst can see and navigate.



What-if, simulation, multidimensional, hypothetical, predict, business modelling, scenario, goal seek

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DOI: https://doi.org/10.26458/jedep.v5i2.498


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