Northwestern: Want to Improve Your Sales Forecast? Check Your Company’s Facebook Feed.

Northwestern: Want to Improve Your Sales Forecast? Check Your Company’s Facebook Feed.. ” In a recent study, Antonio Moreno, an associate professor of operations at Kellogg, found that social media data can improve sales forecasts. When researchers incorporated information about a clothing company’s Facebook interactions into prediction models, they could more accurately estimate purchases the following week. Using advanced algorithms was key to the improvements, meaning simply collecting social media data is not enough: companies should also upgrade their forecasting techniques.”