Forecasting

Experiment → Forecasting projects performance forward, so your plans and targets reflect where things are heading rather than only where they have been.

What it is for

• Demand projection — anticipate trend and seasonality in your metrics.
• Target setting — ground KPI targets in realistic future conditions.
• Planning — set expectations for the coming period with stakeholders.

How to use it

Use forecasts to pressure-test plans: if a target assumes growth the forecast does not support, revisit it. Combine forecasting with budget forecasting to align spend with expected demand, and with Customer LTV to plan around the long-term value you are acquiring.

A note on uncertainty

A forecast is a projection, not a promise. Treat it as a planning aid, widen your assumptions for volatile metrics, and revisit it as new data arrives.