EXPLORING THE CAPABILITIES OF PREDICTIVE DATA ANALYTICS IN FMCG INDUSTRY
This research paper considered the possibilities of using predictive analytics in the FMCG market to increase business process efficiency, in particular in the field of demand forecasting. The existing business processes in FMCG companies were considered as well as existing tools for sales forecasting such as SAP, RapidMiner, Azure ML Studio, SPSS and others. As an illustrative example of FMCG business process data collection and analytics, the data on the sales of the key customer of the company from the tobacco industry was analyzed and several regression models of sales forecasting were created on the basis of the use of the Azure ML Studio toolset.