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Schedule 2024

Transforming Marketing Measurements into Business Forecasts: A Guide to Causal Planning

Brian Champion  (Senior Director, Marketing Analytics, WW Grainger)

Location: Room 32A

Date: Tuesday, October 22

Time: 3:35 pm - 4:15 pm

Pass Type: All Access, Main Conference, Digital

Theme: Marketing Analytics

Session Type: Session

Track: Measurement & Modeling

Vault Recording: TBD

Audience Level: Intermediate

Accurately forecasting future revenue has many benefits including setting achievable targets for team members and investors, improving resource allocation and budgeting, and enabling informed decision making. In this case study we will explore how Grainger leverages their marketing measurements to create a causal forecasting model that drives the long-range and annual revenue planning processes for the business. This model has enabled Grainger to hit their revenue plan every year for the last 7 years (if you'll allow us a little wiggle room in 2020).

Learn how we established a causal framework for forecasting, embedded it into our financial planning processes, and created simulations to understand the range of potential outcomes – all of which led to improved leader confidence in our marketing returns and more investment in our marketing channels!


  • Learn about causal planning models and how they can create more accurate forecasts
  • Understand the measurements required to create the necessary foundation for forecasting
  • Learn how simulations can improve your understanding of potential business outcomes and better plan for the future