“Future-casting is what we have named the process of updating the Marketing Mix parameters to reflect future conditions.  We have a method to deconstruct the forecast into promotional vs. non-promotional factors and then updating the promotional impact with the non-promotional factors.  We would load OIS with the future-casted MMix (vs. the retrospective MMix results themselves).”

Email from Glenn Sabin, ZS Associates, February 9, 2026.